SEO – Terminology Explained

The mysterious world of SEO can present challenges to business owners and one of the hurdles is all the acronyms the industry uses, which can make comprehension a task. In this short article, we break down some of the commonly used terminology in search engine optimisation to help you navigate your way to success.

  • Anchor text – The text that is used in a hyperlink. This text should be self-explanatory to help the user understand the information contained within the linked site.
  • Authority – This is a number of signals search engines use to assess websites with regard to ranking. For more information on authority, contact Australia’s leading SEO agency where the best SEO technicians can be found.
  • B2B – Short for ‘Business to Business’.
  • B2C – Short for ‘Business to Customer’.
  • Black hat – Bad practices that go against Google’s web guidelines.
  • Bounce rate – This refers to the number of users that do not look at other pages and leave the site.
  • Broken link – A link that displays – 404 not found – this could be due to the site being offline or failure to redirect when changing host.
  • CTR – Click Through Rate – Given in percentage, the CTR is the rate at which users click on the search results.
  • Conversion –A conversion is when the user successfully completes a task; examples include buying a product, adding items to the shopping cart, completing an online form and subscribing to a newsletter.
  • Crawler – A crawler is a bot that is sent out on the web with the task of gathering data. Search engines send out bots on a regular basis to update their database.
  • Domain – A domain is a web address (
  • Domain Authority –A number given to a website with regard to its ability to be ranked by a search engine. Scores range from 0-100, the higher the number, the stronger the URL.
  • Engagement metrics – There are many and they include click-through-rate, conversion rate, bounce rate, frequency of visits and time-on-page/site.
  • Google Webmaster Guidelines – This is the Bible for SEO engineers; create valuable, unique and engaging content for users, not for search engines. Avoid techniques that deceive users.
  • Keywords – Specific words and terms that SEO technicians target for optimising searches within search engines.

Of course, there are many more terms and acronyms that the sector uses and if you would like to learn more about SEO in general, there are free resources available online.