SEO Audit Definitions

301 Redirect: A 301 redirect is a permanent redirect which passes between 90-99% of link juice (ranking power) to the redirected page. 301 refers to the HTTP status code for this type of redirect. In most instances, the 301 redirect is the best method for implementing redirects on a website.

404 Error: A standardized HTTP status code for links leading to dead links or broken links.

Algorithm: A program used by search engines to determine what pages to suggest for a given search query.

Alt Tag: An HTML attribute specified in the IMG tag to provide alternate text when an image on a Web page cannot be displayed.

Anchor Text: The visible, clickable text in a hyperlink. Search engines use anchor texts to indicate the relevancy of the referring site and of the link to the content on the landing page. Ideally all three will share some keywords in common.

Authority: The amount of trust that a site is credited with for a specific search query. Authority/trust is derived from related incoming links from other trusted sites.

Back Link: Any link into a page or site from any other page or site.

Bot (Robot, Spider, Crawler): A program which performs a task more or less autonomously. Search engines use bots to find and add web pages to their search indexes.

Bounce Rate: The percentage of users who enter a site and then leave it with no interaction on the website.

Canonical Link: An HTML element that helps webmasters prevent duplicate content issues by specifying the “canonical” or “preferred” version of a web page as part of search engine optimization.

CMS (Content Management System): Programs such as WordPress, which separate most of the mundane Webmaster tasks from content creation so that a publisher can be effective without acquiring or even understanding sophisticated coding skills if they so choose.

Content (Text, Copy): The part of a web page that is intended to have value for and be of interest to the user. Advertising, navigation, branding and boilerplate are not usually considered to be content.

Crawler (Bot, Spider): A program which moves through the worldwide web or a website by way of the link structure to gather data.

Duplicate Content: Content which is similar or identical to that found on another website or page.

HTML(Hyper Text Markup Language): HTML is the mother tongue of the search engines, and should generally be strictly and exclusively adhered to on web pages.


Https Encryption: A secure form of Hypertext Transfer Protocol (HTTP) that is used to exchange information between webpages or access information found on a webpage.

Keyword: The word or phrase that a user enters into the search engine search bar.

Keyword Density: The percentage of words on a web page which are a particular keyword. If this value is unnaturally high the page may be penalized.

Landing Page: The page that a user lands on when they click on a link in a SERP.

Link: An element on a web page that can be clicked on to cause the browser to jump to another page or another part of the current page.

Link Building: Actively cultivating incoming links to a site.

Meta Title and Description: Information provided to Search Engines that are displays on the SERPs but are not visible on the webpage.

Natural/Organic Search Results: The search engine results which are not sponsored, or paid for in any way.

Nofollow: A command which instructs robots to not follow either any links on the page or a specific link.

Noindex: A command which instructs robots to not index the page or the specific link.

Robots.txt: A file in the root directory of a website use to restrict and control the behavior of search engine spiders.

SERP: Search Engine Results Page.

Site Map: A page or structured group of pages that link to every user accessible page on a website. This improves site usability by clarifying the data structure of the site for the users.

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Mike Stein

Mike Stein

MSX Digital

Full-Service Digital Marketing & Website Design For Service Industry Contractors & Supply Manufactures

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