BLACK HAT:
Search engine optimization practices that violate Google’s quality guidelines.
WHITE HAT:
Search engine optimization practices that comply with Google’s quality guidelines.
Crawling:
The process by which search engines discover your web pages.
Indexing:
The storing and organizing of content found during crawling.
De-indexed:
Refers to a page or group of pages being removed from Google’s index which means they will not show up in search results
SERP:
Stands for “search engine results page” — the page you see after conducting a search.
Featured snippets:
Organic answer boxes that appear at the top of SERPs for certain queries.
Organic:
Earned placement in search results, as opposed to paid advertisements.
Anchor text:
is the clickable text in a hyperlink.
Alt text:
Alternative text is the text in HTML code that describes the images on web pages.
Canonical URL (Canonical tag):
Used in situations where duplicate content exists. The canonical tag is added to the copy so it points to the original content.
NoIndex tag:
A meta tag that instructions a search engine not to index the page it’s on.
Mobile-first indexing:
An approach to indexing where the mobile version of a website is crawled and indexed first. The desktop version will still be indexed and ranked,
Negative SEO (Negative SEO attack):
Negative SEO refers to using black hat SEO methods to lower the rank of a competitor.
Link accessibility:
The ease with which a link can be found by human visitors or crawlers.
Link equity:
The value or authority a link can pass to its destination.
Link volume:
The quantity of links on a page.
Nofollow link:
Nofollow is an attribute value of a link. By using it we inform the search engine crawler that we do not wish to pass link equity to
the website it is pointing to.
Backlinks:
Or “inbound links” are links from other websites that point to your website.
Link building:
Used to describe the process of earning links to your site for the purpose of building your site’s authority in search engines.
Link exchange:
Also known as reciprocal linking, link exchanges involve “you link to me and I’ll link to you” tactics.
Bots:
Also known as “crawlers” or “spiders,” these are what scour the Internet to find content.
Internal links:
Links on your own site that point to your other pages on the same site.
PageRank:
It is a link analysis program that estimates the importance of a web page by measuring the quality and quantity of links pointing to it.
Robots.txt:
Files that suggest which parts of your site search engines should and shouldn’t crawl.
Sitemap:
A list of URLs on your site that crawlers can use to discover and index your content.
Long-tail keywords:
Longer queries, typically those containing more than three words. Indicative of their length, they are often more specific than short-tail queries.
Keyword stuffing:
A spammy tactic involving the overuse of important keywords and their variants in your content and links.
Guest blogging:
Often used as a link building strategy, guest blogging involves pitching an article (or idea for an article) to a publication in the hopes that they will feature your content and allow you to include a link back to your website.
Bounce rate:
The percentage of total visits that did not result in a secondary action on your site. For example, if some- one visited your home page and then left before viewing any other pages, that would be a bounced session.
