search engine optimisation

SEO Terms Defined

As SEO has increased in size as a market, so has its terminology, almost to the point where it seems to have its own language. We therefore thought it would be useful to define some of the most commonly used terms to try and demystify the subject. If, however, there is anything regarding SEO of which you are unsure, please contact us and we will be happy to discuss it with you.

Anchor Text

This is the text which forms a link for example this is a link. Anchor text is very important factor when link building as these anchors can have a serious effect on your website's ranking position.

Backlink, IBL, OBL

Simply put, a Backlink is a link which resides on an external website page and points to or targets your website. For example Site B links to Site A. A backlink can exist either as a text link or as an image link.

IBL stands for In Bound Link which is the same as a backlink.

OBL stands for Out Bound Link which is a link on one of your website pages that points out to another external website.

Bounce Rate

This is a measure of visits on your site where the visitor arrives and leaves on the same page without having viewed any other pages. This is an important factor to be considered as it can help to identify potential design problems with particular pages. Bounce Rate is generally recorded as a percentage.


This stands for Click Through Rate and is normally measured as a percentage to record the number of clicks a link (normally in the SERPs) receives in relation to its number of impressions.


Google Webmaster Tools. This is a section of Google which allows webmaster to apply certain settings in order to improve the site's effectiveness in Google searches.

Keywords, Keyphrases

A Search Engine works by the process of someone entering a search word or phrase into the engine. These search words and phrases are the same as keywords and keyphrases. On a website, particular pages can be optimised for particular keywords and phrases to improve a site's ranking position for when that phrase is searched.

Keyword Density

An SEO myth! Keyword density is recorded as a percentage and is the number of repetitions of a word or phrase on a page. It is quite common to hear talk of aiming to have keyword density between 2 and 5% and that over 10% risks a penalty from Google. It is nonsense. If you write content for your user, your keywords and phrases appear naturally anyway, so no thought should be required as the number of repetitions.

Link Building

A method employed by SEOs which involves building links on external websites.

Link Juice

This is a notional substance which is passed from one website page to another via a hyperlink. The amount of link juice passed is affected by the PR of the page and the number of outbound links on that page. Link Juice is divided equally between the outbound links.

Meta Tags

HTML tags which go in the Head section of a website, which is an area not viewable in the browser window. In years gone by, these were an important part of SEO with tages such as Meta Keywords playing a big part. There are a multitude of different Meta Tags which are still in use today, but none have any effect on ranking anymore. Meta Description can aid your site's Click Through Rate by enticing people to click on your site in the SERP over another, although Google does not always use this as the description it displays.

PageRank or PR

Named after Larry Page, is a numerical weighting assigned by Google to individual website pages. PageRank ranges from 0-10 with 10 being the highest. In SEO, and linkbuilding in particular, PageRank is used as a measure of a site's quality.


Pay Per Click is a form of internet advertising which works by the advertiser paying a fee each time their advert is clicked on. There are many PPC schemes in operation but Google Adwords is probably the most renowned.


This stands for Return on Investment and is a measure of how much profit can be realised or costs saved in relation to an investment. All businesses will be looking to make some kind of return on an investment whether that be purchasing new equipment or paying consultancy fees.


A simple abbreviation for Search Engine.


We hope you've learned this one by now! SEO is simply the acronym for Search Engine Optimisation when referring to the practice or Search Engine Optimiser when referring to someone who carries out the practice.


Search Engine Results Page. This is the page you are presented with after having conducted a search.


This is the text which appears beneath the clickable Titles in Google on the results page and, if well written, can be an aid in increasing click throughs.

Title Element

The Title Element is an HTML element that is placed in the Head section of a web page, and is visible in the top part of most browsers. The Title Element is the biggest factor in on page optimisation.


Refers to the collective number of visitors on a website. In an SEO context, Traffic is normally referred to in terms of either Volume and Quality. Volume is self explanatory, whereas Quality is a measure of the site's relevance in relation to the search the user made. The closer the match the higher the quality, and the higher the quality the higher the chances of a conversion.