SEO jargon getting your head in a knot? Don’t panic. We’ve broken down some of the most important phrases and words into laymen’s terms to help you better understand the world of SEO. 

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  • Algorithm – mathematical formula or process to execute functions. An algorithm is used to determine which page within a search engine’s index is the best match for any given search query.
  • Anchor text – the clickable part of the link that you don’t see – this can be a keyphrase or a uniform resource locator (more commonly referred to as a URL).


  • B2B – business-to-business – a business’s customers are other business.
  • B2C – business to consumer – a business’s customers are end-users.
  • Backlink – Incoming link to a web page from another webpage.
  • Bounce rate – the % of people who leave a web page without interacting with it.


  • Conversion – the conversion of a lead or prospect refers to the successful enticement of the user to complete a desired action like a download, subscription or purchase.


  • Domain – Each website has a domain which is part of its URL – for example, here the URL is ‘hookedonmedia’.
  • Duplicate content – content on a page that is identical to content on another page.


  •  HTML – hypertext markup language – a standardised system used for tagging text files to achieve font, colour, graphic and hyperlink efforts.


  • Internal link – hyperlinks between 2 web pages of the same domain.
  • IP Address – also known as an Internet Protacol address. This is a unique string of numbers that are separated by decimal points which identifies a device and serves as its address point online.


  • Keywords –  These are words which appear in the content on your web pages and are used in search queries. As search engines have evolved, matching a query to a term found in a document has evolved from exact match terms to synonyms to contextually relevant terms.


  • Metadata – This is a set of data that is not always displayed by the browser which provides information to the search engines about other data on the page.


  • RankBrain –  This algorithm, confirmed by Google in October of 2015, is a machine-learning algorithm which examines search queries the search engine has never seen before and attempts to correlate them with queries it already knows.
  • Responsive – One method of site design which resizes the displayed elements to suit the viewport of the device viewing the site. Thus, a site can be easily viewed and read from a desktop, tablet or phone.


  • Search Console – previously called Google Webmaster tools, is a suite of free services from Google to check indexing status and optimize a site’s visibility.
  • SERP – Search Engine Results Pages.  Web pages of ranked results provided in response to a search query.


  • URL – Uniform Resource Locator. Sometimes called the web address. For this site’s home page, the URL is However, that’s not the actual address. The URL is translated to our IP address, ‘’ by the domain name server.


  • White hat – This is commonly believed to imply following only practices which are deemed acceptable under the published Webmaster Guidelines.