301 Redirect 

A redirect is used when a webpage is moved to a new URL. The redirection sends a visitor from the old URL to the new page. 301 redirects should always be used to make sure bookmarked links and search engine indexes can automatically find a new page.

404 Error

When a visitor attempts to view a page that doesn’t exist or that has been moved or deleted, the server will return a 404 error to the visitor.

Algorithm Update

A revision to the methods of evaluating webpages that the search engines use to rank webpages in the search results. Google uses an algorithm called “Page Rank”.

ALT Text 

A text description of your images that is written in your website code. This is so search engines and accessibility tools for the visually impaired can understand what images are on your page.


Digital analytics is a set of technical tools that allow users to define, create, collect, verify, and transform digital data into research, reposts, analyses, and recommendations. Google Analytics is a common platform used for evaluating and monitoring the performance of a website.

Anchor Text

The physical text on the webpage that contains the link to another webpage or website. Anchor text helps users and search engines know what content your webpage is linking to. Anchor text is often underlined and a different colour.

Average Position 

This is a Google Ads metric that describes where ads for a given keyword usually appear on the search engine results page (SERP). Position 1 & 2 appear above the organic results, while positions 3-6 appear along the right side-bar beside the organic results. Generally ads in the top positions get more clicks.


An incoming link to your website (also called an inbound link). The number of incoming links on a site can signal the popularity of the site to search engines.

Bounce Rate 

Bounce rate is the number of people that left your website when they landed on a specific webpage. A high bounce rate indicates users are not finding what they are looking for when they arrive on your webpage. Bounce rate can be used to evaluate the effectiveness or performance of a given webpage.

Canonical URL 

Often duplicate content is created under different URLs in error. By using a canonical URL, visitors and search engines are directed to the correct webpage or version of the content. Canonical URLs ensure the correct page has authority.


The process of increasing the number of website users that become paying customers by focusing on the user experience on the website.

CPC (Cost Per Click) 

CPC is a metric related to the pay-per-click method of online advertising. It is the amount you pay when a user clicks on your ad. Your cost per click is dependent on your maximum bid on the keyword, the quality score of your keyword, and the quality score rank of other competitors for the same keyword.

CPM (Cost per Impression) 

CPM is a bidding style where you pay based on the number of times your ad is shown (impressions). In Google Ads CPM is your cost per 1000 impressions. This bidding style works best for those trying to increase brand awareness, rather than driving sales or website traffic.

CSS (Cascading Style Sheets) 

This is a part of the website programming code that defines the visual aspects of a website (ie. Headers, backgrounds, and links).

CTR (Click Through Rate)

The percentage of impressions an ad or organic result received that ended in a click to the webpage.


A directive that tells search engine crawlers not to include a webpage in their index. De-indexing a page will usually prevent it from appearing in the search results.

Direct Traffic

Users that access your website by directly entering the URL into their browser or by using a bookmark.

Disavow Links

A directive that tells search engines to ignore harmful or low quality inbound links.


The main web address of your site (example: www.yoursite.com).

Featured Snippets

Selected search results that are displayed prominently at the top of the search engine results page. Featured snippets answer a query immediately without requiring a user to navigate away from the search engine.

Google My Business

A free local listing on Google available to businesses.

Google Web Master Tools 

A service provided by Google that can help identify technical and content issues with your website.

Headings: H1 or H2 

Headings on a website that are written into a website’s programming code. An H1 heading is a main heading, while H2, H3, etc. are sub-headings. Headings are an easy way to inform users and search engines about the content and structure of a webpage.


A programming language that is used to create webpages. Search engines read your code to understand what is contained on the webpage.

Impression Share

A Google Ads metric. Impression share is the number of times an ad was shown divided by the estimated number of times an ad was eligible to be shown. Ad eligibility depends on bids, quality scores, and targeting settings. Impression share can be used to guide bid and budget adjustments.

Internal Link

A link from one page of a website to another page on a website. The structure of a website’s internal links can inform search engines about the website content and intent.

Indexed Pages

The pages of a website that have been analyzed by a search engine and stored (indexed) in the search engine database of webpages.


A programming language that can carry out tasks while a user is browsing the site. JavaScript allows the user to interact with tools and features on a webpage. For example, JavaScript may validate user input, load a form, calculate a field, or change a colour or image on a website.


A word a user has typed into a search engine. By optimizing the use of targeted keywords in your webpages, search engines will associate your webpage with the words users are searching for.

Link Building

The process of connecting your website to other sites through inbound links. Having more links can improve your search engine rankings. However, having bad quality or irrelevant links can also damage your ranking. As an SEO best practice, you should only link with relevant websites and avoid linking with directories and forums.

Meta Descriptions

A description that is included in the HTML code of your webpage. Meta descriptions often appear on the search results page below the page title. They give both search engines and visitors an idea of what the webpage is about.

Page Title

Page titles can be seen at the top of the browser window. Page titles should always contain keywords that are related to your business. Search engines use this information to understand what a webpage is about.

PPC (Pay-Per-Click)

An online advertising method where you pay only when your ad is clicked by a user. Google Ads is a common form of PPC. Google Ads PPC ads appear at the top and left side of Google search engine results pages. They can also appear throughout Google’s display network (i.e. YouTube).

Quality Score 

A Google Ads measurement of the suitability of your Google Ads. Your quality score for any given keyword will affect the cost of a click. The lower your quality score, the more expensive your clicks. Low quality scores also affect impressions (the number of times your ad is shown). Google does not publish their exact algorithm for quality, but it depends on three factors: CTR (largest), relevance of ad text, and landing page quality.

SERP (Search Engine Results Page)

 This is the page you see after you type a search keyword into a search engine. The websites that appear are based on the relevancy of your search query and a variety of SEO parameters.

Semantic Markup 

Semantic markup allows search engines to understand the content and structure of a website. By leveraging structured semantic markup in the website’s architecture and content, a website will inform search engines of the specific value and relevancy of it’s content.


Schema is one version of a semantic markup language.


A type of digital map of a website. When made available to search engines, a sitemap makes it easy for search engines to index and display your website in their results pages.


A computer program that scans a website and collects a variety of information including page titles & descriptions, number of indexed pages, inbound & outbound links, redirects, and site errors.


The number of online users who visit a website.


The web address of a page on a website (example: www. yoursite. com/contact).