Search Engine Optimisation can be confusing, especially when some “SEO experts” like to bamboozle their clients with all the SEO jargon without actually explaining what the unfamiliar words and terms mean and why they are important, what metrics they should be measured by and other useful information to help you make better assessment, so in the end, we end up not even understanding what they are talking about! Below, we have compiled a list of the most common SEO terms and their brief explanation, in alphabetical order, to help you navigate the world of SEO:

Algorithm (when referring to Google Search Engine):

An algorithm is an aspect of a search engine that decides which pages and what order to show in Search Results. Google keeps it’s algorithm a secret and updates it regularly to improve it.

Bounce rate:

Bounce rate is a metric that measures the percentage of people who land on your website but do absolutely nothing on the page they landed, no clicks, no engagement, it’s a single page visit. Knowing your page bounce rate is useful when measuring the relevance of your webpage to the intended audience. The lower the bounce rate – the better, for example, 26% to 40% is excellent, 41% to 55% is average etc.


a small text path, often located at the top of a page. For example, on this Savvy Lime blog post, you can find it in the top right corner, it looks like this: You are here: Home/Blog/Search Engine Optimisation/Common SEO Terminology. This breadcrumb shows you where you are on the website and every part of the path is clickable, all the way back to the homepage.

Canonical Tag:

If you have duplicate URLs (links) for the same page and you want to tell Google specifically which one to use, you have to indicate it with a tag: rel=Canonical – otherwise Google will make a choice for you, and use one of them as canonical to put into the search results. You can read an indepth article about cononicalisation on MOZ.

Categories in WordPress:

A category is essentially a topic, by default WordPress assigns an “Uncategorised” category to your posts, you can (and should) assign your own Category (Topic) and even nest it, by creating a hierarchy of your posts, having a category and a subcategory. For example, a Category called “SEO” will fall under the Parent Category of Digital Marketing.

Over 75 Million websites are using WordPress as a CMS!

Did you know, that according to the latest statistics…


Commonly used in advertising, marketing, as well as book publishing and graphic design, refers to writing text, “copy” – which would usually appear in marketing material such a brochure, an ad or a website.

Cornerstone Article:

A cornerstone article is a blog post which contains content that can attract the most traffic to your website or your blog. These articles are well written and usually share an in-depth insight on a single topic.

Crawler (spider, bot, robot):

A piece of code which goes from page to page, 27 hours, seven days a week, it saves the HTML version of all the pages it goes through into the database (the index), when the page is indexed it will appear in the search results.

Featured snippets (in Google)

Also known as an “answer box”. Featured snippets are selected search results that aim to answer the question you typed in the Google search bar, they are featured on top of Google’s organic results but below the paid ads in a highlighted box. Most often, they will look like paragraphs and sometimes will have an image accompanying them, Google determines which results appear as a featured snippet.

Flesch Kincaid Grade Level

This is a score that measures the readability of your text. The higher the score, the easier it is to read the text. A score of around 60 to 70 would mean your website copy would be easy to understand for an average person. Read this Grammarly article to learn more about the readability scores.

Google Search Console:

a web service for webmasters, where they can view the site’s performance on search results, see top-performing keywords, add a sitemap etc, this is an important tool in the arsenal of an SEO specialist.

Head keyword (or head term):

Is the search term that drives the highest number of visitors to your website, these keywords generate a lot of competition. You should think about search intent and aim to narrow these keywords to the most relevant terms that describe your business.

Holistic SEO approach:

a holistic SEO approach is when you create your content with your customer in mind. All your pages are created to deliver the information your customer is looking for. This SEO approach helps build a better world wide web and rank you higher on Google. Here, at Digital 360 Creative, we focus on Holistic SEO approach.