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COMPLETE dictionary for SEO,websites,hosting,adsense,HTML


Adsense Section


Click through Rate is a percentage ratio between the number of clicks an Ad Units receives by the number of Ad Units views.

For example, one Ad Units displayed 40 times and clicked 10 times has a CTR value of 25% (10:40).

Page Impressions

is the number that shows how many times pages containing Ad Units are opened by visitors. Its value is not affected by the quantity of Ad Units that is in the page in question.


A page impression is generated each time a page on a site is viewed.


Cost Per Click is the amount of money that will be obtained by the publisher when certain Ad Units are clicked.

The value of each Ad Units CPC is different and is determined by many factors, including the publisher perfomance and the quality of the publisher's site.

But in general, the maximum possible value is 20% of the dynamic bid value that advertisers offer.

Estimated earnings

indicate is an estimated amount of the revenue generated in an AdSense account for a specific period.

Finalized earnings

indicate is the final amount an AdSense publisher will earn for a specific period

Page View

the number that shows how many times the page containing the ad unit code is displayed by visitors to the blog or site, its value is not affected by the number of ads we put on the page, if the ads we put on the page displayed amounted to 3 pieces of ad units, then the page appears 10 times, the Page impression is still 10.


RPM ( Revenue Per Thoushand Impression ) is the result of the division between the amount of publisher revenue by the number of page impressions (per 1,000) that he gets from his ads.

Above the Fold 

Refers to the top half of a webpage that is visible to the user without scrolling down. The ‘above the fold section of a page is an important section as it is what users see without scrolling so it needs to contain important information and be exciting to make the user want to scroll down as well.

Below the Fold

Refers to the bottom half of a webpage that is visible only when the user scrolls down and not immediately visible when a webpage is opened.


eCPM is the result of the division between the amount of publisher revenue and the number of page impressions (per 1000) that he gets from his ads.

For example, a publisher earning $ 200 from 50,000 impression will have a CPM value of $ 4 ($ 200/50).

Money Site

Your main site which links are built to and all SEO efforts are done for.

Error section


The 301 redirection is employed in moving a page for good through permanent url redirection from one address to a different url.

A 301 redirect primarily means the page has affected to a replacement location.

So once the first url is input within the browser or clicked on from an external location, the second page it absolutely was redirected to through the 301 opens rather than the first page


The 302 redirect could be a temporary redirection of 1 webpage to a different, thus it’s used once the required move of the page is barely for a few time until the ultimate page move is being determined upon.

It redirects users once they click on a link to a different page instead for a few time till the ultimate destination is determined.


A 404 is a slip code and is additionally referred to as a ‘not found error’ and happens once an internet page isn'tfound.

It is a slip that's displayed once a user tries to open a webpage that not exists.

Broken URL

A link to a 404 page i.e. to a page with a ‘not found’ error due to the page being removed or never existing in the first place (incorrect URL).

Broken Link

Building Involves using a tool to scale finding outgoing broken links from sites in your niche and emailing the webmaster to let them know the existence of such a broken link and requesting them to replace the link with a link to your site instead.

Not Found Error

A 404 error when a webpage is not found due to being deleted or the page URL never existing in the first place.

Link section


Absolute Link

An absolute link is a link that contains the full URL of the page including the domain and the file name for the page after the slash (link to a particular page other than the homepage) if it is to a deeper page.

An absolute link is different from a relative link as a relative link doesn’t contain the domain and links to a particular file and can be opened only from within the document it is contained in and related to. An absolute link can be opened from anywhere.


An online persona created for outreach purposes, especially for link building. This is done to either hide ones identity for professional or personal reasons or to communicate and fit in better with audiences or prospective linkers.


Backlinks are incoming links to your site from external sites pointing to your site.

Backlink Profile

A sites backlink profile is the portfolio of all links that are currently linking to it from external sites. Some factors to study in a backlink profile are number, quality, and relevancy of links.

Backlink Profile Density

Refers to the density of the anchor text in a sites backlinks i.e. the percent of backlinks with the main keyword used as the anchor text.

This refers to exact match anchor text usage and it is advised to keep it around 10% as over-usage of exact match keywords as anchor text will get a site penalized.

Branded Link

A link with the brand name as the anchor text.

Conceptual Link

Links that search engines attempt to understand beyond just their anchor text by looking at the words surrounding the link.

Contextual Link

A link found in a body of content surrounded by text instead of just a stand-alone link.

Dead Link

A link that no longer exists due to removal. Deep Link An internal link that is reached by navigating far from the home page.

Anchor Text

Anchor text refers to the text that makes up a link. It is the word or group of words that are linkable and is the text that can be clicked on when opening a link.

It is important for SEO as it describes what the link is about to search engines

Disavow Disavowing links

is a process using the Google disavow tool that allows publishers to tell Google which incoming links to their site they don’t want associated with their site and be considered while looking at the sites backlink profile.


A link with a do-follow status passes link juice and is visible to search engines. Also see no-follow.

A link that is not built and one that is earned without any effort when a site naturally links to another site without requesting a link.

Editorial Link

A contextual link i.e. a link found in a body of content surrounded by text instead of just a stand-alone link.

External Link

A from an external site pointing to your site i.e. an incoming link.

Hot linking

A form of bandwidth theft by adding another sites media such as images and videos directly onto your site in a way so they appear on your own site instead of directly adding them to your site.

They are displayed using the other sites server and therefor use up their bandwidth.


A clickable link.

Inbound Link

An external link i.e. an incoming link from an external site pointing to your site.

Outbound Link

Links on your site pointing to external sites.


Modifier A search operator used in conducting Boolean searches to find text in page titles across the web.


Link Decay

When your backlinks either lose value over time or decrease in number.

Link Density

Refers to the number of links on a page whether outgoing or incoming. A page with many outgoing links will have a high link density and vice versa.

Link Earning

Earning links naturally without any effort instead of building them i.e. when a site naturally links to another site without requesting a link.

Link Equity

The influence incoming links have on a page’s ability to rank.

Link Exchange

Exchange of links between two parties where both link to each other and gain reciprocal links.

Link Farm

A set of web pages or websites created to link to a particular page with the aim of ranking that page.

Link Hoarding

The practice of refraining from linking to any external sites to prevent transfer of link juice.

Link Bait

High quality link worthy content that is created with the aim of earning backlinks.

Link Building

Process of building external links pointing to your site either manually by link submission through account creation or by requesting external site owners to do so.

Link Churn

The rate at which links on a webpage are changed over time either by removal or replacement.

Link Juice

The ‘power’ or ‘authority’ passed when a site links to another site.

Link Laundering

Involves pointing a large number of low quality tier 3 links to the second tier sites which point to links to your main site.

Link Pathway

The path users use to get from one webpage to another.

Link Poaching

Stealing your competitors backlinks by having the original sites replace them with links to your site.

Link Popularity

Number of backlinks that point to a site.

Link Profile

The portfolio of all incoming links to a website. Factors like amount of links, quality, relevancy, follow status’ etc make up a link profile.

Link Pyramid

A tiered link building approach where a set of tier 1 or ‘base links’ point to the main site, a set of tier 2 or middle links point to the tier 1 links and a set of tier 3 links which are usually low in quality but high in number, point to the tier 2 links.

Link Reclamation Getting back lost links that were once pointing to your site.

Link Rot

The rate at which a site loses links in numbers or the current links lose value.

Link Velocity

Rate at which a site acquires backlinks.

Link Wheel

A group of sites that link to each other in a strategic manner. For example, in the case of 6 sites, namely. A, B, C, D, E and F.

With A being the main site, then B links to C, C links to D, D links to E, E links to F, F links to B and B links to A, thereby completing the wheel.

Link Modifier

A search operator used in conducting Boolean searches to find all pages linking to a certain site i.e. the backlinks.

Naked Link

A link that is just a URL without any anchor text.

Natural Link

A link naturally earned and not built.

One Way Link

A link that a site points to another site without the second site pointing a link back to the original site.

Three Way Linking

A linking structure in which 3 parties decide to link to one another in the format site A links to site B, site B links to site C and site C links to site A.

Organic Link

A link that is naturally earned and not built.

Paid Link

A sponsored link that is built after payment to the site owner


A permanent link i.e. static hyperlink.

Pillow Links

Links with diverse anchor text such as branded anchors, miscellaneous anchors, naked links etc.

These are created to dilute the use of the main keywords as anchor text as over-usage of those can lead to a penalty. This is done for anchor text ratio correction.

Relative Link

A link that works within a document to point to parts in the document and doesn’t require use of the full URL but only the part after .com. Relative links don’t work outside of the document they’re intended for.

Static URL

A URL whose link stays the same no matter how the input or where it is opened from.

Tier 1

The high quality first level links in a tiered link structure that point to your main site.

Tier 2

The second level of links in a tiered link building structure that are built to point to the tier 1 links. They are lesser quality than the tier 1 links but not bad quality. Usually built using web 2.0 sites, through article submissions etc.

Tier 3

The third level of links in a tiered link building structure that are built to point to the tier 2 links. They are the lowest in quality and are built in large numbers and built using tools.

Tiered Link Building

A link building structure in which 3 level of links are built, namely tiers 1, 2 and 3. Tier 1 links link to the main site, tier 2 links link to the tier 1 links and tier 3 links link to the tier 2 links.

Unlinked Brand

Mentions Webpages that mention your brand but don’t link back.

Unnatural Link

A link that is built through efforts and not naturally earned.

Vanity URL

A customized and usually shortened URL that is branded or contains the topic in the URL for presentation purposes instead of a long messy link.


Links that show the user the path they’ve taken to reach a specific page on your site, their current location, how one page relates to another and the path back to the home page.


The rate at which links on a webpage are changed over time either by removal or replacement.

Earned Link

Entry Page The first page of your site that a visitor sees when they open your site i.e. the page the visitors enter your site from.

Fragment URL

A URL containing a fragment identifier i.e. the part of a URL after the # that is the optional last part of the link.


Links that don’t have a do-follow status. They don’t pass link juice and aren’t visible to search engines.

SEO section


A search engines database that contains a compilation of all information gathered when crawling websites.


The search terms users insert in search engines to find what they’re looking for.

Keyword Cannibalization

Occurs when the same keyword is used in and targeted by multiple pages on a site.

Keyword Density

The percentage of a keyword being present in a post. Can be calculated by (number of times keyword is present in the article/total number of words in the article) x 100

Keyword Funnel

Keyword funnels track the relationship between and categorize different sets of keywords.

Keyword Proximity

The distance between a search-phrase’s words to each other in the case they’re not written in the same order and exactly like the search phrase.

Keyword Research

Research conducted to find relevant high traffic keywords to target on a site.

Organic Search Results

Unpaid search results where sites rank in search engines as a result of SEO efforts instead of payment through ads.

Organic SEO

Process of ranking a site in search engines organically without purchasing search engine ads.

Organic Traffic

All traffic coming from clicks on pages ranking in search engines organically.


An old concept that used to measure the power and authority of webpages. Page rank is no longer updated and so, outdated.


Pinging Google is like URL submission. It allows you to let Google know about a newly added page or site update yourself rather than waiting for Google to find out while indexing your site next.


The rank number of a page in the SERPs.

Rich Snippets

The extra text that shows up in search results under a sites meta description for more details. These are links to important pages on the site such as the about page, services page, contact page etc.

Schema Markup

A type of data that makes it easier for search engines to browse, sort through and interpret the information in your site and provide the most relevant search results to users.

White Hat SEO

Non-spammy SEO tactics that comply with search engine guidelines.

Black Hat SEO

All activities that violate search engine guidelines by partaking aggressive techniques that concentrate more on ranking in the SERPs rather than providing value to the reader

Ethical SEO

SEO done using non-spammy techniques that comply with search engine guidelines.


The position a webpage has for a keyword search in the SERPs.Reciprocal Links Two-way links where both sites link to each other.


Index section


Authority metrics such as domain authority, page authority etc measure how likely a site or a page is to rank in search engines.


Browsing of your site by search engine robots to index pages.

Crawl Depth

The extent to which search engines crawl a website and how deep and far they go into a site from the home page.

Crawl Frequency

How often search engine robots crawl a website.

Crawler Bots or robots or web crawlers or spiders

browse the web to index pages to rank in search results.

Fuzzy Search

A fuzzy search finds matches even when the user misspells the search query or only enters partial words.


In terms of SEO, it refers to Google’s ranking algorithm i.e. process in determining which sites will rank at what position as a result when a query is searched.


Bots or robots or web crawlers or spiders, browse the web to index pages to rank in search results.


The no-index code is used on a page to tell search engines to not index the page and not show it in search results.


A file uploaded to a site that informs search crawlers which webpages to not crawl on the site and not include in search results.


Can be of two types HTML sitemap, XML sitemap, where an HTML sitemap is an organizational representation of a sites content and made for users to easily navigate site con

Spider Bots or robots or web crawlers or spiders

that browse the web to index pages to rank in search results.
tent and an XML sitemap is made for search crawlers to easily navigate the site.

Algorithmic Rate

The rate at which changes are made to Google’s search algorithm i.e. the changes made to Google’s rules and process for deciding which sites to rank and their ranking position assignment.

Google changes its algorithm frequently to better results.

Direct Traffic

Traffic from visitors that reach your site directly without a source or referral but instead by typing your site address into the address bar.

Google Webmaster Tools

A software by Google to keep a check on the overall health of your site and detect any errors or penalties.

Google bot

Google’s web crawler that crawls web pages for indexing purposes.

HTML Sitemap

A sitemap created for users to allow them navigate your site better.


A Google algorithm that came out in 2013 that started taking into consideration the entire search query i.e. each word of the search query to better understand user intent.

Black hat section

Bad Neighborhood

A bad neighborhood refers to websites that have been penalized by search engines and seen as participating in spammy activities such as poor content, over usage of ads, spammy links, blackhat activities.


Sites that have been de-indexed by search engines due to spammy practices and no longer appear in search results.


The negative impact on a site’s rankings due to an update in Google’s ranking algorithm.


Farm Sites with low quality pages that are optimized to rank well for particular terms but act as a door or bridge with the purpose of sending visitors to a different page.

Doorway Page

Low quality pages that are optimized to rank well for a particular term but act as a door or bridge as they send visitors to a different page.

Duplicate Content

Content that has already been published on the web. This may be content a site owner owns but just publishes to a few different pages or content that a second person steals from a site to post it onto their own.


Serving search engines and your users different content for a web page by misleading search engines about the content on a webpage.

CMS Content management systems are frameworks that design and develop a sites content. They’re used to publish, edit and display a site’s content.

Content Farm

Websites that contain a large amount of low quality content published with the aim of ranking.

Gateway Page

Standalone pages that are highly optimized for a keyword and are built with the aim of ranking fast for that keyword. These are often low in quality and sometimes even computer generated.

Google Bowling

Manipulating external factors to penalize and de-rank your competitor sites.

Hidden Text

A black hat technique involving changing the colour the font of some parts of keyword heavy text to match the background to hide it from visitors.


A site that has been de-listed i.e. removed from search engine results due to spammy practices.

Manual Penalty

The negative impact to a websites ranks based on an algorithm released by Google or as a result of a manual review.

Keyword Stuffing

Spammy over-usage of keywords on a web page.

Parasite SEO

SEO Involves building pages with your content on external high authority sites to make ranking content easier.

Phantom Page

a Web page that is optimized for search engines rather than for humans

Phantom Update

An unconfirmed Google algorithm update that was a quality update leading to the filtering out of low quality content with low ranks.

Poison Word

Words that will decrease your ranking if found in your site content


A request to Google to remove the penalty to your site and reinclude you in search engines and re-store rankings.

Unethical SEO

Includes all SEO practices that are spammy and don’t comply with search engine guidelines.

Domain section


At SEO, age refers to site age i.e. domain age. The older a domain, the more trustworthy it is to Google.

This is only one of the many factors looked at by Google though. A site with an older domain age can be seen as a site the webmaster thought was worth renewing each time its expiration date neared, thereby having some value worth renewing.

Exact Match Domain

A domain containing an exact match of the main keyword or keyphrase a site wants to rank for.


Top level domain. It is the part of the site URL that comes after the domain name. Some examples of TLDs are .com. .org, .co, .edu etc.


A name for a website that makes it easy to access by acting like an address that can be entered into the browser to access a site.

Domain Authority

A site authority metric from 0 to 100 that measures the power of a domain and how likely it is to rank in search engines.

Expired Domain

A domain that was not renewed for hosting and has now expired and is available for purchase


Country specific TLDs (top level domains) such as .ca,, .in, .au etc.

Static Website

A website displayed to the user exactly as stored and not changed.


A subdirectory is like a folder that is part of your site and your domain and takes the format and is used to create a separate area on your site for specific content or a specific purpose.

Unlike a subdomain, a subdirectory is considered part of the main site and reaps all benefits of the main site such as backlinks and authority of the main site.


A domain that is part of a larger domain and takes the format It is used to create a separate area on your site for specific content or a specific purpose and is considered a separate domain by Google.


Domain registration info that displays information such as domain owner name, phone number, address etc.

HTML section

Reverse Image

Search Searching using an image instead of text to find the original use of the image and all other sources where it has been used.

Alt Attribute

The alt attribute specifies the alt text for an image to provide alternative information that describes what the image is about in the case that the user cannot view the image or it is unable to load properly due to an error or not fast enough due to slow page load speed.

A/B Testing

Also known as ‘split testing’ involves performing two tests and comparing the results to see which option performed better and which to go with.

The tests can be done by comparing two landing pages, two headings, two different titles, different content bodies, emails subject lines etc.

Alt Tag

Alt tag is a common shorthand term that refers to alt attribute. See alt attribute above.

Alt Text

The alt text refers to the words/text that make up the alt tag or alt attribute. Alt attribute, alt tag and alt text are the same.


Modifier The ‘AND’ modifier is a search modifier/operator that can be used to perform a more detailed Google search wherein you can search two queries at once and ensure they both show up in search results.

Canonical Tag

Helps webmasters prevent duplicate content issues as it allows telling search engines which page is the preferred page for that content or the original page for that content so search engines know which version to show.


Stands for Cascading style sheets and allows for changing the style of a webpage by adding fonts, colours etc.

Meta Description

A short snippet or summary that summarizes the content of a web page and is shown in search engine results.

Meta Keywords

A list of keywords or tags that tell search engines what the page is about. They’re a list of tags in the form of words or keyphrases. They’ve been said to be a waste of time as Google doesn’t consider them, but other search engines still do.


Refers to the meta title (or title tag) and meta description.

Stop Word

Words ignored by search engines to speed up search result delivery. Stop words are common words that don’t have much meaning such as is, an, the etc.

List of Stop word



Tags in SEO refer to title tags, meta tags, header tags, alt tags.

Page Title

Contains the title of the webpage that explains what the webpage is about. It should be optimized and contain keywords.

Title Tag

The title assigned to a webpage that appears in search results.

Analytics section


Analytics in SEO usually refers to Google Analytics, which is the most widely used tool to measure a sites analytics.

Bounce Rate

The percentage of one page only visits to your site by users where users click out of the site after viewing only one page.

Conversion Rate

The rate at which site visitors convert into sales or take a desired action.
Conversion Rate Optimization Optimizing i.e. bettering or improving the conversion rate.


Stands for call to action and is an instruction to site visitors based on the desired action a webmaster wants them to take such as completing a sale, downloading a piece of content, filling a form etc.

Dwell Time

The time a visitor spends on your site before returning to the search results page.

Exit Page

The page a user last visits on your site i.e. the page from which the user exits your site.

Exit Rate

The rate of visitors that exit out of your website from a page beyond the home-page in a session.

Google Analytics

An analytics software by Google that provides a large amount of data related to your site such as visitors, pageviews, location of users, devices users used to access your site and much more.


A software that shows what users want when they visit your website, what they’re looking at and their behavior and navigation pattern.


Refers to page hits when a webpage on a site is opened.

Landing Page

The page users land on when users click on a search engine result.


When a user visits a page on a website it is counted as a pageview.


Search Personalized search results that are relevant to one’s preferences and are delivered based on one’s search history through browser cookie records.


Moving one URL to another i.e. having a different URL open instead of the one originally entered in the browser.

Referral Traffic

Traffic to your site from mentions of your site on external websites.

Resource Page

Webpages that contain a list of related resource pages on a particular topic.

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