SEO, PPC, CPC, etc, are just a handful of abbreviations that are generally, not apart of your day to day conversations. Don’t panic! Your journey into the online marketing world doesn’t have to be complicated. View our complete glossary of Search Engine Optimization terms right here!



An online advertising platform used to create adverts where you are able to select and bid on keywords, paying each time someone clicks on your advertisement.

Search engines make use of an Algorithm to accurately give you the best results of what keywords are being searched for.

Alt Tag
A text description of keyword-rich words explaining the image on a web browser, when a user hovers over an image the text will display.

Information received through the analysis of data and statistics, such as load time, user behaviour, page views, user locations, etc.


A more popular name for picture advertising, specifically referring to a pixel size of 468×60. One can purchase banner space which will appear on popular web pages.

A blog is used to create content which may include commentaries, news or educate readers. Blogs can be used for business use, to give a more personalised front for potential clients and to maintain an online presence that can be used for search engine optimization.

Bounce Rate
Bounce rate is a percentage of visitors that view a website and who leave after viewing one page. A high bounce rate is an indication of a number of things wrong with the site, whether it has poor content, weak calls for action or unfriendly navigation.

Is a name given to a line of a link (URL) that shows where you currently are on a website. An example of a breadcrumb trail is: https://www.elemental.co.za/web-development-agency-blog/

Broken Link
Any hyperlink that takes a user to a web page which is not working as intended. This may happen when a website has gone offline, content was moved, etc.


Canonical Rel Tag
Having multiple versions of similar pages is typically a no-no when it comes to SEO. Adding a Canonical RelTag tells a crawler that the page linked is the definitive version.

Click-Through Rate (CTR)
Is a percentage of people who have viewed & found a website through search engine results.

Referred to the written text, images, video etc. that is on a website.

Conversion Rate
Measures the percentage of visitors that convert on a website.

A conversion is the measurement and recording of activity on a website. An example of a conversion on a website is a user completing a contact form, quote request form, etc. In Google Analytics, conversions are called goals that are set up to measure and track visitor duration, enquiries, etc. In Google Adwords, conversion codes are created which when added to a website, allows you to allocate the role in which the advertisement played in generating enquiries.

Cost Per Click (CPC)
Relates to Pay Per Click advertising, where one may bid on keywords.


Dead Link
See broken link for description.

Display Advertising
Images or videos created as visual advertising, instead of the usual text advertisements.

Duplicate Content
Written text that is similar. Duplicate content is heavily penalized by search engines.


External Links
These links are from other websites that are connected to your website. Quality external links to a website is an essential part of SEO and follow best practice.


This will display results of searches based on where your physical location is.

A term used in Google Analytics which measures a specific interaction with a website. An example of a goal can be an enquiry or contact form completed, purchase or certain page visits.


Headings (H1, H2, etc.)
Headings on web pages that range from H1 to H6. Using headings in the correct order follows SEO best practise.


Are the number of times your site appears in the search engine results for either organic or paid search.

Where a website appears in search engine results. Submitting a sitemap to Google helps to index a website effectively.


Key Performance Indicator (KPI)
A metric that shows whether a marketing initiative succeeds.

A term or phrase that a user is using to search in a search engine. A business that makes use of a website needs to make sure that the website is associated with the keywords that visitors would typically search for.

Keyword Density
A number of times a specific keyword appears on a page. Targeted keywords are to appear naturally on a page, where one wants them to rank.

Keyword Research
The process of identifying a desired relevant/profitable keyword to target with SEO or PPC campaigns.

Keyword Stuffing
Using a keyword excessively, this negatively impacts a page’s ranking and should be avoided.


Landing Page
A landing page is a stand-alone website that visitors arrive at once clicking on banners, adverts, PPC or even organic searches.

Link Building
Is growing the number of quality or relevant links to a website. The purpose of this is to raise a specific page or website’s rank on search engines.

Link Equity
The measurement of a website’s quality, based on its inbound link profile and ranking power that they can give to another site by linking to it.

Long-Tail Keywords
Specific keywords or phrases that reflect user intent. They are of higher value and have lower competition as a result.


Manual Penalty
A search engine penalty applied manually by its engineer.

Meta Description
A short description of a page’s content that appears below its name in search engine results.

Meta Title Tag
Web pages have a meta title tag to describe a headline, the summary content of the webpage. Keywords and character length are important.


Negative Keyword
If a user, searches for a negative keyword, your results will not show. This is useful if a link is easily confused with something else.

A line of code found in the head section of a webpage or a link code. It instructs the search engine not to follow all links on a page.


Organic Traffic
Organic traffic is the term used to describe a non-paid visitor to a website who have found them using search queries on search engines.


Pay Per Click
These are paid for ads typically found in the sidebar or top area of search engines. Billed only when a visitor clicks the ad.

A penalty is applied to any website that is breaking the search engine’s terms of service. Common penalty triggers include Spyware, spam, keyword stuffing, poor or thin content and spamming of links.


A page’s position on the search engine results page.

Redirects indicate that a page or piece of content has changed location.

A file in the root directory of a website that controls what search engines should and should not crawl.

Return on Investment.


Search Engine
Examples of search engines are Google, Bing, Opera and Yahoo.

Search Engine Optimization (SEO)
The process of improving a website’s rank and visibility in search engines.

A page that shows a search engine how to navigate a website.


Title Tag
An HTML element which specifies the title of a web page.

Tracking Code
A snippet of JavaScript that collects and sends data to Google Analytics from a website.


Unique Visitors
The measurement of individuals who visit a website for the first time.

A quality attribute that assesses how easy it is to use and navigate a website.

User-Generated Content
A term given to all user-created data which is personalized. Such examples are blogs, comments, reviews, etc,


Also known as bot, robot or spider. Its task is to systematically browse all website’s and index them accordingly.

White Hat SEO
SEO practices, strategies or tactics that fall within the best-practice guidelines set forth by search engines.


301 Redirect
Is a web server function where an old URL is redirected to a new one. An effective and SEO friendly method.

302 Redirect
The server code for a temporary redirect, this should be avoided where possible so as to avoid confusing search engines.

404 Page
A 404 page is a page that displays when a user tries to access a page that no longer exists or types in a URL incorrectly. If the page is no longer in use a redirect should be implemented.