Marketing Words Explained – SEO Dictionary of Terms

Marketing Words Explained – SEO Dictionary of Terms

So you’ve come to understand the importance that online marketing plays in the accessibility and growth of your business. Great! But delving into the world of SEO, or search engine optimization, requires learning a slew of new terms and industry jargon. But do your homework, get to know these words, and you’ll be talking the talk in no time!

To get started, you can refer to this SEO terms glossary:

Algorithm- this term refers to the program used by search engines to find the most relevant pages for a given query. The algorithm considers a number of factors, including age of the domain, title tag, meta tags, content of the website etc. in order to decide which pages show up, and in what order.

Anchor text- also called ‘link label’ or ‘link text’, the anchor text is the clickable, visible text that makes up a hyperlink. You know, the text that shows up dark blue and underlined, and can be selected to bring you to a new page. The anchor text usually provides some information on the subject of the destination page.

Analytics- this refers to the use of a program to gain statistics and data on the usage of your website, including traffic and conversions. Keeping an eye on these factors is very helpful to monitoring how the changes you make to your site affect the response and behaviors of your visitors. The most commonly used analytics program is Google Analytics.

Blog- this is the area of your website were you post content on a regular basis. Keeping a blog is important to optimizing your search engine results and establishing a web presence for your company. Remember, each new blog is a page on your website that search engines consider for query results!

Conversion form- also known as a ‘lead capture form’, this term refers to the tool through which information is collected from your visitors. These forms help you to convert traffic into leads. Once you collect contact information from your visitors, you can begin your lead nurturing process.

Domain- your domain is the main web address of your site. For example, here at DC our domain is Keep in mind that the age of your domain will affect your rankings. Search engines also favour websites that have shown commitment by registering for several years of ownership.

Keyword- this is the word or phrase that a user enters into a search engine when they’re looking for something. For example, if my toilet is backing up, I might Google ‘Ottawa plumbing services’.

keywords are also one of the most important considerations in your endeavor to increase the search engine results for your website. Each page on your site should be optimized to draw in visitors based on specific keywords.

Long tail keyword- these are keywords that are uncommon, or infrequently searched. They are often comprised of two or more words, making up a short phrase. You should consider targeting these phrases, as they will help you to achieve a higher search ranking than keywords that are more competitive. One of the tools you can use to generate keywords that will be helpful to use on your website is Google’s Adwords.

Meta description- this is the brief, specific description of the contents of a web page. It’s usually displayed below the page title in search results, and helps the search engine identify the topic or purpose of a given site.

Organic search- these are search engine results that appear naturally based on a number of factors, and are not paid advertisements. In order for your web page to come up on top of organic search results, you must optimize for the specific keywords being searched.

PPC- this stands for pay-per-click, an advertising model used in web marketing that involves the positioning of a small ad on a search results page. These ads appear above or adjacent to the organic search results, and are paid for based on the number of clicks they generate.

RSS feed- often dubbed ‘really simple syndication’, RSS is a format used to deliver subscription-based updates and content from a web source. If you keep a business blog, you should consider setting up an RSS feed to help your followers stay updated.

Spider- also known as ‘web robots’, ‘web crawlers’, ‘bots’ and ‘internet bots’, these are terms that refer to computer programs that are written to browse the internet and collect information about websites.

Traffic- this term refers to the visitors of your site. The goal of your SEO efforts is to increase traffic, providing more opportunity to collect leads.

URL- this stands for ‘uniform resource locator’, and simply refers to the address of a particular web page. For example, the URL for this blog is

Now that you know a few of the key terms involved in SEO, you can begin learning how to implement some of the optimization tactics yourself!

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