Glossary

Definition
An algorithm is a set of equations and rules used by search engines to evaluate whether a website meets specific quality guidelines. These mathematical instructions process signals like keywords, backlinks, and user engagement to deliver the most relevant, high-quality results in response to a search query.

What is it?
At its core, an algorithm acts as the “decision engine” that sifts through enormous volumes of online content. It weighs various ranking factors—such as content relevance, site authority, and user experience—to determine which pages deserve to appear at the top of the search results. Search engines refine their algorithms continuously, introducing small tweaks or major overhauls to maintain and improve the accuracy of those results. By updating the underlying rules and weighting of signals, search engines can better meet user expectations and combat manipulative tactics like keyword stuffing or spammy link building.

How is it used?
Algorithms are applied every time someone enters a search query. They rapidly scan the index of stored pages, ranking them according to a host of criteria before returning what they deem the best possible matches. For site owners, understanding these signals is vital: aligning pages with algorithmic expectations often leads to higher visibility and more organic traffic. This process also influences how businesses shape their content strategies, optimize technical elements, and continuously refine user experience in an effort to stay competitive.

Applicable Areas

• Technical SEO
• On-page SEO
• SEO Audits

Related terms

• Algorithm Update
• Ranking
• Search Engine

Definition
An algorithm update refers to changes made to a search engine’s core or auxiliary algorithms, primarily intended to enhance user experience by delivering more accurate and relevant search results. These modifications can range from small, incremental tweaks to large-scale overhauls that significantly affect how pages are ranked and displayed.

What is it?
Algorithm updates typically address emerging trends and issues in search, such as low-quality or spammy content, technical flaws, or shifts in user behavior. By adjusting the weight of various ranking factors—like content relevance, authority, or page speed—search engines can better evaluate which pages deserve higher visibility. Some updates are announced publicly, giving site owners a chance to prepare or adapt, while others roll out silently and cause noticeable fluctuations in rankings. Major updates often carry names (e.g., Panda, Penguin), whereas minor adjustments happen more frequently behind the scenes. The goal is always to refine how content is judged, encouraging websites to meet higher quality standards and provide better user experiences.

How is it used?
Whenever an algorithm update goes live, search engines automatically apply the new rules to their index of webpages. Websites that align with the revised guidelines may experience a positive boost in ranking, while those that fall short can see sudden drops in visibility. Site owners and SEO professionals track updates closely to identify potential causes of ranking changes and to adjust their strategies accordingly. This can involve improving content quality, removing harmful backlinks, or addressing technical issues uncovered in an SEO audit. Staying aware of algorithm updates—and adapting promptly—helps maintain or improve a site’s overall performance in search results.

Applicable Areas

• SEO Audits
• Technical SEO
• On-page SEO

Related terms

• Algorithm
• Google Search Quality Guidelines
• Ranking

Definition
Black Hat SEO is a historic term referring to unethical or manipulative techniques used to boost a website’s search ranking in ways that violate search engine rules. Common examples include creating large numbers of spammy backlinks, overusing keywords (known as keyword stuffing), and duplicating on-page content to appear more relevant than a site actually is. These tactics go against guidelines set by major search engines, notably Google’s Search Quality Guidelines.

What is it?
The phrase “Black Hat SEO” comes from an old western movie trope, where villains often wore black hats. Similarly, in search marketing, black hat tactics are considered malicious or deceptive practices. These methods aim for quick gains in ranking rather than sustainable, user-focused improvements. As search engines have evolved, they’ve become more adept at detecting and penalizing such activities. Severe penalties can include significant ranking drops or even complete removal from search results. Over time, Black Hat SEO has grown less effective due to continuous algorithm updates designed to reward high-quality, trustworthy content.

How is it used?
Although most SEO professionals discourage black hat tactics, some individuals still attempt them for short-term advantages. This might involve buying links en masse, running private blog networks (PBNs), or using automated tools to spin out low-quality pages. These strategies often result in negative long-term consequences once detected by search engines. Ethical (White Hat) approaches, in contrast, focus on improving user experience and providing valuable content, ensuring more stable and positive outcomes. Site owners should regularly audit their content and backlink profiles to avoid accidental black hat practices and maintain a healthy online presence.

Applicable Areas

• SEO Audits
• Technical SEO

Related terms

• White Hat SEO
• Spam Score
• Google Search Quality Guidelines

Conversion Rate is the percentage of your website traffic that completes a desired action, such as making a purchase, signing up for a newsletter, or submitting a contact form. This metric demonstrates how effectively a site turns casual visitors into engaged leads or customers.

What is it?
A conversion rate helps gauge the success of digital marketing efforts by revealing what portion of visitors takes meaningful action. The formula is straightforward: divide the total number of conversions by the total number of visitors over a given period, then multiply by 100 to get a percentage. A high conversion rate typically indicates that your site resonates with its audience, offering clear calls to action, compelling value propositions, and streamlined navigation. On the other hand, a low conversion rate may signal potential issues such as poor targeting, confusing layout, or lackluster content that fails to engage or persuade.

How is it used?
Marketers and site owners track conversion rates to identify opportunities for improvement, often experimenting with different page designs, headlines, or Calls To Action to boost user engagement. A/B testing can pinpoint which elements—such as button colors or form placements—most effectively encourage conversions. Monitoring conversion rates over time can also highlight performance trends and signal when a strategic shift is necessary. Ultimately, improving conversion rates often leads to higher revenue, greater lead quality, and an overall stronger return on investment.

Applicable Areas

• Ecommerce SEO
• B2B SEO
• On-page SEO

Related terms

• CTA
• Conversions
• Landing Page

“Conversions” refers to the final action you want visitors to complete on your website, such as making a purchase, signing up for a newsletter, or requesting a consultation. Tracking these actions shows how effectively your site turns casual visitors into engaged leads or paying customers.

What is it?
A conversion marks the moment a user transitions from simply browsing your site to taking a desired step that aligns with your business goals. The exact nature of these steps varies widely based on your objectives—an e-commerce site might focus on completed purchases, while a service provider might track form submissions or phone inquiries. By defining conversion types clearly, you can measure how well your site and marketing efforts drive meaningful engagement. This data also helps you assess your return on investment (ROI) and identify areas where improvements could have the greatest impact on performance.

How is it used?
Marketers and site owners monitor conversions through analytics platforms to see which pages, traffic sources, or campaigns yield the highest number of desired actions. By testing different page layouts, calls to action, and content variations, you can optimize the user experience to encourage more conversions. Continual refinement—such as aligning site content with user intent and adjusting strategies based on data—ensures that your site remains effective at nurturing users toward your ultimate goals.

Applicable Areas

• Ecommerce SEO
• B2B SEO
• On-page SEO

Related terms

• Call To Action
• Conversion Rate
• Landing Page

Crawling is the process by which search engines investigate and evaluate a website and its individual pages. Automated programs, commonly referred to as “bots” or “spiders,” systematically scan site content, links, and technical details. Based on these findings, your pages may improve or drop in search rankings.

What is it?
Crawling involves bots traveling from one webpage to another, mapping out the structure of a site and identifying relevant content. Each link acts as a pathway to discover new or updated pages. As the bots move across the web, they gather data on everything from textual content to metadata. This collected information helps search engines better understand the quality and relevance of each page. Efficient crawling not only ensures that your pages are indexed correctly but also helps search engines present the most accurate and current results to users.

How is it used?
Site owners often facilitate the crawling process by building clear website architectures, maintaining internal link structures, and providing sitemaps. These elements guide search engine bots, making it easier for them to identify new content and assess its importance. Regular crawling is especially crucial for sites that update frequently, as it ensures fresh pages or recent changes are taken into account. Ultimately, successful crawling contributes to higher visibility, helping websites reach their target audience and maintain strong organic performance.

Applicable Areas

• Technical SEO
• SEO Audits

Related terms

• Indexing
• Ranking

A domain name is the main address used to access a website, such as www.thisisthedomainname.com. It serves as a human-friendly identifier that directs browsers to the specific server hosting the site’s files and content.

What is it?
A domain name functions as the digital identity of a business or individual on the internet. It typically consists of a chosen name followed by an extension (like .com or .co.uk). This naming system relies on the Domain Name System (DNS) to translate the text-based address into the numerical IP address that computers recognize. Effective domain names are often short, memorable, and aligned with a brand’s identity. In some cases, businesses may choose a domain that includes relevant keywords to help users (and search engines) immediately understand what the site is about. There are numerous top-level domains (TLDs) available, each potentially appealing to different types of audiences or industries.

How is it used?
Choosing and registering a domain name is typically one of the first steps in launching a new website. A coherent, easy-to-remember address can boost brand recognition and make it simpler for users to return to your site. From an SEO perspective, a domain name contributes to overall authority and trust—though it’s only one of many factors. Site owners must also ensure their domain settings (like DNS records) are correctly configured, particularly during website migrations or hosting changes. Properly managing a domain name helps avoid issues like downtime or misdirected traffic, ultimately supporting a stable, user-friendly online presence.

Applicable Areas

• Technical SEO
• Website Migrations

Related terms

• URL
• DNS
• Hosting

Featured Snippets are Q&A boxes that appear at the top (or sometimes bottom) of a search results page, offering concise answers to user queries. These snippets typically draw text from a webpage that directly addresses the search query, helping users find information quickly without needing to click through multiple links.

What is it?
Often referred to as a “quick answer” or “answer box,” a Featured Snippet highlights a short excerpt of relevant content—such as a definition, list, or table—pulled from a webpage. They are designed to respond to user queries in a direct, easily digestible format, meaning the search engine algorithm judges that the selected content best addresses the question asked. By showcasing these answers prominently, search engines aim to improve user experience by delivering immediate, high-quality information. While most commonly displayed in a simple text box, Featured Snippets can include images or bulleted lists, depending on the nature of the query. Appearing in a Featured Snippet can significantly increase a website’s visibility, since the snippet often sits above the standard search results.

How is it used?
Site owners can optimize for Featured Snippets by structuring their content around likely user questions, using clear headings, lists, or tables that directly answer those questions. Including concise, well-formatted responses at the top of relevant pages can improve the chances of being selected. This approach often goes hand in hand with strong on-page SEO and keyword research, ensuring the content aligns with user intent. Regularly reviewing analytics can also help identify new opportunities where a page might compete for a snippet. Capturing a Featured Snippet can boost click-through rates and brand authority, as it positions the site as a quick, trustworthy source of information.

Applicable Areas

• On-page SEO
• Content Marketing

Related terms

• SERP Features
• People Also Ask
• Search Intent

Google Ads is Google’s advertising platform for creating and managing Pay-Per-Click (PPC) campaigns. Businesses of all sizes use it to display sponsored links, product listings, or service offers to users who enter related search queries or browse websites in the Google Display Network.

What is it?
Originally known as Google AdWords, Google Ads helps advertisers reach potential customers right when they’re looking for products, services, or information online. By bidding on specific keywords, businesses can have their ads appear prominently atop search results or within relevant web pages. Advertisers only pay when a user clicks on the ad, making it a highly targeted form of marketing that can deliver immediate visibility. Google Ads also integrates with tools like Google Analytics, offering insights into ad performance, audience demographics, and user behavior. This allows advertisers to refine targeting, optimize bids, and improve the overall return on their advertising spend.

How is it used?
Advertisers set up campaigns within the Google Ads interface, selecting ad types (e.g., text, display, video), budgets, and specific targeting criteria such as location or user interests. By analyzing metrics like click-through rate (CTR), cost per click (CPC), and conversions, they can continually adjust strategies to maximize results. Ad extensions—like call buttons or additional links—can further entice users to click or take action. Many businesses also use remarketing options to reconnect with users who have previously visited their site, fostering better brand recall and boosting conversion rates over time. When managed effectively, Google Ads can generate steady, high-quality traffic, complementing organic strategies and supporting a broader digital marketing plan.

Applicable Areas

• Ecommerce SEO
• B2B SEO
• Digital PR

Related terms

• ROI
• Google Analytics
• Conversions

Google Data Studio is a custom reporting dashboard from Google that allows users to create dynamic reports based on specific data sources. This platform seamlessly integrates with other Google products—like Google Analytics, Google Ads, and YouTube Analytics—while offering connectors for external databases and third-party services. By centralizing different data streams, Google Data Studio simplifies the process of monitoring and analyzing performance metrics across multiple channels.

What is it?
At its core, Google Data Studio is a visualization tool that turns raw data into interactive charts, tables, and graphs. Marketers, analysts, and business owners can quickly build shareable dashboards, enabling teams to make data-driven decisions without needing advanced technical expertise. The platform’s user-friendly interface allows you to drag and drop widgets, customize date ranges, and filter data to uncover patterns or trends in real time. This flexibility ensures that reporting remains relevant and easily adaptable, whether you’re tracking monthly e-commerce revenue or monitoring the health of a global SEO campaign. With its extensive library of templates, users can rapidly set up professional-looking reports tailored to their specific needs.

How is it used?
To get started, site owners or marketers connect Google Data Studio to their preferred data sources—such as Google Analytics or MySQL databases—then design a series of pages displaying key metrics. Each page can be organized by business objectives, so stakeholders can view specific insights (e.g., traffic by channel, user engagement by region, or lead generation metrics) in one central location. Reports can be shared with team members or clients via a unique link, and permissions can be configured to manage who can view or edit. By automating updates, Google Data Studio helps businesses reduce manual reporting tasks and focus on interpreting data, making more informed strategic decisions, and optimizing digital campaigns based on real-time feedback.

Applicable Areas

• Ecommerce SEO
• SEO Audit
• B2B SEO

Related terms

• Google Analytics
• Google Ads
• Google Search Console

Google My Business is the profile that appears in Google’s local map listings at the top of search results. It displays relevant local businesses based on a user’s geographic location and the nature of their search, featuring details such as addresses, phone numbers, and customer reviews.

What is it?
Google My Business is a free tool that allows business owners to manage how they appear in local search results and on Google Maps. By claiming and verifying their profile, organizations can add crucial information—like operating hours, photos, and descriptions—to help potential customers learn more about their offerings. The platform also facilitates direct communication with users, allowing businesses to respond to questions and reviews, post updates or special offers, and track engagement metrics. This visibility in local listings is especially beneficial for brick-and-mortar establishments or service providers whose clientele is location-focused.

How is it used?
After creating or claiming a listing, business owners typically verify it through a postcard, phone call, or email to confirm authenticity. Once verified, they can optimize their profile by adding categories, photos, attributes (e.g., “wheelchair accessible”), and timely updates about new products or services. Regularly engaging with user reviews—whether they’re positive or negative—demonstrates good customer service and can elevate trust. Keeping details up to date ensures that people searching for nearby options have accurate information at their fingertips. When optimized properly, a Google My Business listing can drive more foot traffic, phone calls, and website visits, ultimately boosting local visibility and revenue potential.

Applicable Areas

• Local SEO
• B2B SEO
• Hospitality & Event SEO

Related terms

• Local Pack
• Local SEO
• Search Engine

Formerly known as Google Webmaster Tools, Google Search Console provides valuable insights into a website’s health and performance from Google’s perspective. This free platform highlights issues that could impede crawling or indexing and offers detailed reports to guide site owners in resolving potential errors.

What is it?
Google Search Console functions as a communication channel between webmasters and Google. It helps you track organic search traffic, see which queries drive visitors to your pages, and identify indexing or mobile usability issues. By monitoring data like total clicks, impressions, and click-through rates, you can gauge how well your site is performing in search results. Additionally, the tool offers diagnostic reports that pinpoint problems such as broken links, pages excluded from indexing, or structured data errors. Google Search Console also notifies you if your site violates any quality guidelines.

How is it used?
After verifying ownership of your domain, you can submit sitemaps, review indexing coverage, and analyze search metrics over time. Many site owners use the tool to detect potential penalties or to evaluate the impact of algorithm updates on their rankings. By regularly checking and addressing flagged issues—like coverage errors or mobile-friendliness problems—you help ensure that your site remains accessible and optimized. Ultimately, Google Search Console is essential for maintaining a website’s technical health and improving its overall visibility in search results.

Applicable Areas

• Technical SEO
• SEO Audits
• Website Migrations

Related terms

• Indexing
• Crawling
• Webmasters

The Google Search Quality Guidelines are a set of rules published by Google that website owners and SEO professionals are expected to follow when optimizing and promoting web content. These guidelines outline best practices for creating valuable, user-focused pages and caution against manipulative tactics that could harm the user experience or distort search results.

What is it?
These guidelines detail the standards used by Google’s evaluators and algorithms to assess the quality of webpages. They cover various aspects of site content, structure, and credibility—emphasizing the importance of well-researched information, user-friendly navigation, and transparent business practices. By adhering to the guidelines, websites can avoid penalties tied to practices like keyword stuffing, cloaking, or link schemes. Google frequently updates the guidelines to address new trends, so staying informed helps SEO professionals and site owners align with the current expectations for search quality.

How is it used?
Webmasters and SEO agencies consult the Google Search Quality Guidelines to shape content strategies, technical optimizations, and link-building efforts. Regularly reviewing these standards can help identify potential issues before they lead to ranking drops or manual penalties. During an SEO audit, for instance, specialists compare the site’s practices against the guidelines to ensure compliance and protect long-term performance. Ultimately, websites that uphold these principles are more likely to earn higher rankings, attract engaged visitors, and maintain strong credibility in search results.

Applicable Areas

• SEO Audits
• Technical SEO
• On-page SEO

Related terms

• Black Hat SEO
• White Hat SEO
• Algorithm Update

Indexing refers to the process by which a search engine organizes and stores webpages so they can appear in relevant search results. A page that is indexed can be found by users searching for topics related to that page’s content.

What is it?
When a search engine bot crawls a website, it compiles information about each page—such as text, metadata, and links—and adds this data to a massive repository called an index. This index functions like a digital library, allowing the search engine to quickly retrieve relevant pages whenever someone enters a query. Indexing is crucial because it determines which pages are eligible to show up in the search results. Once a page is indexed, it has the potential to appear for a wide range of related keywords, depending on how closely its content matches the user’s search intent. However, simply being indexed doesn’t guarantee high rankings; the search engine’s algorithm also evaluates factors like quality, authority, and user engagement to decide where a page should appear.

How is it used?
Site owners typically want as many high-quality pages indexed as possible, as this increases the chances of reaching potential visitors. Managing indexing involves ensuring there are no technical barriers—such as improper use of “noindex” tags or blocked crawl paths in robots.txt—that prevent pages from being discovered. Monitoring index coverage through tools like Google Search Console helps identify issues, such as pages excluded from the index or those flagged for low quality. By proactively addressing these problems, webmasters can maintain healthy indexation levels, which contributes to stronger visibility and improved organic performance.

Applicable Areas

• Technical SEO
• SEO Audits

Related terms

• Crawling
• De-Indexing
• Search Engine

Key performance indicators of SEO campaigns, such as traffic, conversions or rankings.

The process of carrying out SEO specifcally targeted at users in a local region.

The process of carrying out SEO specifcally targeted at mobile users.

The physical process of improving a page for search engines.

The set of blue links at the bottom of search results pages that show similar searches to the what has been carried out.

The position in Google for a website when a keyword or search query is carried out.

The return on investment of an SEO campaign, such as £10 for every £1 spent.

A website or app used to make a web search, Google currently controls lion share of the market with 92% of all searches happening through the website.

The understanding of what a user or customer is looking to achieve with their search query.

The words or phrases typed into a search engine to find specific results.

This stands for search engine optimisation and is process of work associated with getting a website to rank higher up in search results.

Work over a fixed period of time aimed at improving website traffic and conversions.

Search Engine Results Pages that may be shown differently to the norm, such as with additional products, snippets or actions listed.

Search Engine Results Pages - the listings that appear once a search has been carried out on a search engine.

The amount of overall visits to a website or web page - traffic can be reported in a umber of formats.

The names of individual pages on a website - for example www.thisisthedomainname.com/the-is-the-url/

The way in which a website functions, is interacted with and allows traffic to achieve the goal of search intent.

The process of carrying out a search on a voice activated device or through an assistant on a phone.

A term for the owner of the website or manager of a website, commonly used by Google as a way to give accountability to website managers.

The process of good SEO that meets Google Search Quality Guidelines.

The content used to generate links, could be blogs, videos, whitepapers etc.

Linked text from one site to another that uses a the brand name as the link text.

A measure of the amount of external links placed on a website, paired with Trust Flow to indentify the value of a website.

Domain authority - a score out of 100 which determines the value of a potential linking website.

Large listings of websites, often organised by industry types. Largely condemned to black hat SEO outside of high value industry or local links.

A type of link that allows a search crawler to read the link and then land on the page of the link and start crawling.

Links to websites from news or feature content on blogs, magazines or newspaper websites.

Linked text from one site to another that uses the exact keyword as the link, less used in 2019.

The activity of pairing with a secondary site to provide a blog for their users.

The page which you want to improve ranking for through link building, this is the page a user would land on when searching for services.

The process of activity search and gaining links for a website to improve SEO rankings and performance.

Pairing with a website to link to each other, often used within products and services.

Historic and now discredited form of linking across many websites hosted on the server. These networks are considered black hat SEO.

The actual URL of a link - which may not be the landing page. This could be a blog or related page on a website.

The name for when one website places a URL to a secondary website on one of its web pages.

The process of building links organically through sharing content, news and valuable sources that other websites want to link back to.

A type of link that allows only a user to click through to a site, keeping the search crawler on the site that is linking.

The physical text of a link from one website to another.

Page authority - similar to domain authority but used as a measurement purely for an individual URL.

Links bought purely for SEO benefit, frowned upon within Google Search Quality Guidelines.

Traffic that comes to your site from a third party domain, often on which links have been built.

The page which an asset is listed if applicable.

A measurement of how likely a website is likely to be considered as spam, often seen on old directories or websites with a lot of adverts around the content.

A measure of quality of a website out of 100 - this data tells you the value of how highly a website is trusted and therefore the trust passed on to your website from a link.

The term to links which Google suggests have been built purely for the purpose of SEO benefit. Normally triggered by a spike in links from random sources over a short period of time.

Linked text from one site to another that uses something like 'Click here' or 'Find out more' as the link text.

Used as accessiblity for those who cannot see images, so an alt tag is used to tell users on the website what an image is. Also helps with search ranking by improvements to site accessibility.

The text within a web page that is linked to another page.

The process of using a robot or software to automatically create content. This violates Google Search Quality Guidelines.

Tags used to tell Google which page is to be used for indexing in the result of duplicate pages. For example, a single piece of clothing in small, medium and large that is listed on a website in three different URLs.

The actual text on the page that is optimised for search engines and tells customers and users about your products and services.

A call to action for a website user to either click on your search result or carry out a specific enquiry or lead action on your web page.

Content that is a copy of content elsewhere online.

Expertise, Authority, Trust - the three core elements that need to be shown by a website to rank favouribly in a number of markets.

Web page links placed within the content to other web pages on different websites.

Targeting by location through content, for example 'SEO agency in Dublin'

Read by Google to determine what a user should expect to see on the page, should be keyword and seach query optimised. Also used by users as an initial confirmation that have reach an appropriate web page.

Read by Google to break up content and scan a page to determine what a user should see at different points of a page. Also used by users to ease of page use.

Known as site protocol, this is a security certifcate and measure used by websites to keep user data secure. This is a Google Ranking Factor.

The process of making an image smaller if it is above around 100kb and slowing down the load time of a web page.

A list of images used by Google to determine what images are place on URLs. Improves crawling on a website.

The size, usually in kilobytes, of an image on a website.

The title of the image BEFORE it is uploaded. This becomes the Image URL.

The percentage of text on the page that matches target keywords or search queries.

Adding in too many keywords to a page for the amount of text. This is considered black hat SEO.

Used as target search queries that will improve traffic to the website within an SEO campaign.

The ease in which a user or search crawler can access a link on a web page.

The value attained by adding a link to a web page through to a secondary web page.

Latent Semantic Indexing - the process of using common words or phrases associated with a keyword or search query, but not direct variations. For example, SEO agency as a keyword, campaign management as LSI.

The text which shows under the meta title on search engine rersults pages, usually includes information on products/services and a call to action.

A sign to Google as to what is on a web page, this is the text which shows in the blue link on search results pages.

The Google Algorithm historically associated with on-page SEO.

Also known as a 301 redirect, this is a piece of code that will move one URL to another. The code tells a seach engine this change is forever.

Tags added to the website to enhance search engine understanding - for example, recipes, events, FAQs.

Using a crawler to visit a website and automically take content from it.

Also known as a 302 redirect, this is a piece of code that will move one URL to another. The code tells a search engine this change is only temporary - such as for site maintenance.

Used when there is not enough content on a web page.

Your Money or Your Life, a set of additional Google Search Guidelines for On-page SEO aimed at websites where customers and users make a financial decision.

Server codes that denote everything is Ok, most commoly a 200 code.

Codes to determine a redirect of a specific page to another. 301 is permanent, 302 is temporary.

Indicates that the page no longer exists and a user or crawler cannot go any further.

Server based codes that range from a server not working through to incorrect login attempts.

Accelorated Mobile Pages - a type of coding that stores only basic elements of the mobile version of the site into browsers and delivers largely content to the page, resulting in a faster load time. Most commonly used by news outlets with high turnover of news stories.

Asynchronous - means the browser can start and complete multiple tasks in one go, without the need for each request made to be complete before starting the next.

Some elements of a website need to load on every page, such as fonts or logos, this is the process storing these files in a browser for a pre-determined amount of time to speed up loading.

The sequence of events carried out by a search engine to load HTML, Javascript and HTML.

Cascading Style Sheets - a programming language commonly used to control the design features of a website.

Domain Name Server - allows for domain names to be linked to IP addresses. In turn this allows the IP address to deliver the website and it's pages to the correct domain.

Document Object Model - this is how a HTML structure is documented and defines the amount of work needed to be carried out by a server or browser to deliver critical page elements.

The process of making files smaller on a website to improve their delivery to a browser and speed up load times.

File Transfer Protocol - this is a standard local programme or protocol that allows for the transfer of files between computers and websites. Most commonly used within web development but at times will form part of SEO updates as well.

The product that results in server space being available.

A programming language that controls most elements on the pages, such as content, images and links.

The Internet Protocol address of a website. Domain names are used for humans as they are easier to remember, however crawlers and search engines need this in a number format.

A programming language that is often used to control the functionality of a website.

A form of code that sends functions and key information to web browsers. Can be used to improve strutured data of a website.

Used on large pages to deliver elements of a page when a user or crawler reaches them. Common on ecommerce websites.

The reduction in size of coding on the website - normally CSS, Javascript and HTML. This can improve load times and deliver of the website.

Indexing of websites using the mobile version of the site as the first crawled, as opposed to the desktop which was used historically.

The time in which it takes a website to load, this can be impacted by a number of factors including servers, hosting and onsite code.

Opposite to Lazy Loading, this will show products or posts page by page - pre-determined in devlopment by the amount you want to show.

The way functions and coding is written to ensure a server, crawler and browser understand it.

A script that forces a page to wait to render core elements, can have a negative impact on user experience and SEO ranking.

The process taken by a browser to turn a website into a page.

The physical location of a website, the server will hold the IP address on it and pair with the DNS to deliver the site.

A series of codes used by servers to intentify rules and actions on a website. Used by search crawlers to also navigate a website.

Another way of hosting JSON-LD or Schema tags - in effect, structuring the elements of the website to make them clear for browsers and crawlers.