82 terms you need to know! – WAU

SEO is definitely an almost inexhaustible subject. We can talk about optimizations, ranking factors, penalties, success cases and several other topics on this subject, which is part of the routine of any company that is investing in digital. Thinking to help you, our dear reader, we decided to create one of the most complete glossaries of the London language […]

SEO is definitely an almost inexhaustible subject. We can talk about optimizations, ranking factors, penalties, success cases and several other topics on this subject, which is part of the routine of any company that is investing in digital.

Thinking to help you, our dear reader, we decided to create one of the most complete glossaries of the London language about SEO.

Check out!

Use the alphabetical index below to guide yourself and answer your main questions about the terms used by those who understand the subject best.



Status OK – The number 200 represents that the file was found or a page was loaded. During a more in-depth analysis, we know that this number represents that a site is ok in relation to links, images and pages being indexed


Permanently moved – This status represents that a page has been moved permanently to a new location.

Also known as redirect 301, this indication is used when we want to redirect traffic from a specific page to a new URL. This modification is normally used when we are creating a new page and we aim to not lose traffic on an old page. It can also be used for URL correction and domain changes.


Found – the file was found, but it is at a different URL.

The 302 redirect should normally be avoided, as some search engines have difficulty handling this redirect.


Not found – The server was unable to find the URL you want.

This error usually appears when we are trying to find a page with the wrong URL. Some companies use the 404 page to create games or help the user find the page they would like.



Google’s paid media program where webmasters can use advertising on their domains. The type of charge made in Adsense is cost-per-click (CPC).


Another modality of digital paid media. In this case, the platform allows entrepreneurs and marketers to pay by CPC to be found when a particular keyword is searched. Both products and services can be advertised.


Affiliate program very common in the digital environment. This modality allows affiliates to use their pages, websites or social media to promote products and services of third parties, in order to make sales and profit on the value of this product.


A program used by search engines to index, catalog and display the best pages for a user after searching. Google’s algorithm was what differentiated this search engine from the others when it was created and in the years that followed, making Google’s algorithm one of the most incredible search tools ever created.

Anchor Text

Text used to create a link. Anchor text is what identifies the main word that takes a user to a particular website. This is a ranking factor that has considerable weight for search engines.


One of the free tools created by Google to help website and blog managers understand their traffic sources, traffic volume and various other relevant information to understand what results their website is getting.

Alt Text

The alternative text of the images is one of the On Page optimizations used to identify to search engines what a particular image is displaying. This description also allows reading software to be able to display what the image shows.


In SEO, authority means how relevant one domain is compared to others. An authoritative website usually has ranking facilities and also usually has better results with organic traffic.



Backlinks are the main concern of any SEO professional. Backlinks are nothing more than links that are directing one website to another. The purpose of these links is to indicate how relevant a page is when passing authority from one domain to another.


Search engine created by Microsoft.

Bing Ads

Paid advertising platform that is used by the Microsoft search engine. Like Google, this is how professionals can advertise using keywords.

BlackHat SEO

A set of techniques used to improve page ranking and obtain more expressive SEO results in less time. Typically, Black Hat SEO techniques go against Google’s webmaster guidelines. Black Hat SEO is considered dishonest, as it promotes attitudes and strategies that are outside the standard norms of the search engine.


A blog is nothing more than the page of a person or company that aims to help users find precious information on a given subject. Blogs have the most diverse objectives:

  • Folks
  • Entertainment
  • Business


One of the names given to the Google crawler. It is a program that performs actions autonomously in search engines. Its goal is to index the largest number of pages in a search. It is also known as crawler, robot or spider.

Bounce Rate

Google Analytics metric that allows you to understand what percentage of visitors enter a certain page on your website or blog and leave immediately. In this metric, it is possible to observe how effective their internal linking efforts are being. In addition, the Bounce Rate is also a number that allows the professional to identify an error on your website, in case there is any very absurd variation.

Branded Keywords

These keywords are directly linked to a brand. Branded Keywords are usually sought by prospects and people at more advanced stages of the customer journey. For a company, this type of keyword is extremely essential, as searches for keywords like this determine a very high tendency for a given user to convert.


Clickthrough – CTR

Action of clicking on a link and arriving at a specific landing page. This action can be performed in a paid media ad, on one of the pages displayed in the organic search, or even has an internal link directed to another website within a specific page.


Cloaking is one of Google’s main penalties. In this case, a website is penalized when it displays different content for the search engine and user. When we talk about SEO Black Hat, Cloaking is very common. This is one of the most severe penalties for Google, even excluding a site from organic search results indefinitely.

CMS – Content Management System

These systems are used for content management. They can be used by lay users and even advanced users who can customize them in a more complex and advanced way. These platforms can be used to create websites, blogs and other types of pages. Among the most famous CMSs, we can mention WordPress.


Don’t be alarmed to find content in this glossary. The content is nothing more than the text part of a page. Currently, content plays a key role in the ranking of organic pages, having become one of the main ranking factors for Google. Its goal is to help a user understand and solve a problem.


Conversion is one of the user’s main actions on a page. When we think of results, traffic without conversion is nothing. So, when we talk about SEO conversion, we are talking about any action that causes a user to perform an action previously determined by a website or blog. In this case, the conversion can be from subscribing to a newsletter, downloading an ebook or even making a purchase. It is the conversions that will justify the investment in SEO for your team.

CPA – Cost Per Action

Cost per action is one of the forms of monetization and collection of online advertising where what is measured is a specific action. This action can be viewing a video, buying a product, or any other action that the campaign owner expects to take with your ad. The charge, in this case, will always be carried out when the previously determined action is carried out.

CPC – Cost-per-click

The cost per click is the amount paid for each click on a PPC (Pay Per Click) campaign ad. This is one of the most common methods for billing paid digital media campaigns.


As listed above, the crawler, also known as Bot, is a robot used by search engines to index the pages of a website.

CTR – Clickthrough rate

CTR is a metric that measures the percentage of clicks made for every 100 impressions of an ad or page on the search engine. This number is essential to understand how relevant an ad or headline is to a search engine. Tests with the CTR are essential to obtain better results in campaigns.

CTA – Call to action

CTA It is one of the ways used on websites and blogs to induce a visitor to take a certain action. This CTA can be used in the form of an image or text, and its objective is always to convert a user or encourage him to interact with some other type and format of content.


Keyword density

In the past, this metric had an enormous weight in any content. The keyword density is a percentage that analyzes how many times the text term is repeated, based on the total size of the content. An example: in 100-word content, where the main keyword is repeated 10 times, the keyword density for that article is 10%. Currently, this metric is irrelevant to the search engine.


This is a technique performed to remove and remove bad links that are linking to your domain. Disavowing bad links is extremely necessary for your website to continue to get good results with SEO. Google Search Console is the tool used to get permission from these domains to link to your site.


The domain is the main part of a website, that is, its main address.


The Domain Name System works as a system for translating IP addresses to domain names. Without DNS, you would need to enter the full IP of a domain to access it, instead of just using a URL.



Name given to applications that are used within websites and blogs to improve the user experience. Among these, we can mention social media accountants, number of views, among others.


Googlebot is the most common name used to refer to the Google bot or crawler.

Google Keyword Tool

Free tool used by professionals who carry out paid media campaigns and are looking for keywords for their campaigns. It can also be used to find variations of keywords for other purposes, such as blogs and websites.

Google Search Console – Webmaster Tools

Search Console, formerly Webmaster Tools, is a tool that helps marketers understand traffic growth trends, keyword placement variations and other information relevant to the domain. In addition, with this tool, it is possible to identify links that your site receives, penalties from Google – through notifications within the tool – and any other problems that your site has.

Google Trends

Tool that allows a user to understand the volume of searches for a given keyword and its trends of growth and decline over a given period.

Gray Hat SEO

Unlike Black Hat and White Hat SEO, Gray is exactly the middle ground between the two strategies. It uses conventional techniques that are within Google’s guidelines and some that are not.


Headings tags

Elements that give the perfect structure for a content, both for the user and for the search engine. Heading tags are responsible for structuring a website’s HTML and also assist in the scanning of content for a user. Among the main heading tags, we have H1, H2, H3 and so on.

Hyper Text Markup Language (HTML)

The main structure of a website seen from the inside. Apart from all the visual or HTML parts, it can be considered as the skeleton of any website on the internet. The search engine crawler reads any website using HTML.

Hummingbird update

One of the last major updates from Google that aimed to make search more semantic. Now, users are able to search more simply and find more accurate results, according to the searched keyword. Instead of just worrying about the terms used in the search, Google’s algorithm starts to consider the intention of the search when showing the results.

Head Tail

One of the existing keyword types. Head tail keywords are those that have a high search volume, a lot of competition and tens of thousands of results. Typically, these keywords are extremely difficult to rank, but when they do, the results can be incredible. Unlike long tail, these keywords have the characteristic of being more comprehensive and generic. Ex: Marketing, Shirt, Television.


Inbound link

These are links to a website sent by another website. These links are extremely important for a strategy, since they are the ones that will pass the authority and relevance from one domain to another.


The action of having a page indexed on Google means that you have a certain URL within Google’s files, so that other people can find it through searches. The indexing time of a page can vary due to several factors.


Keyword Stuffing

One of the old practices used in times when Google’s algorithm was not yet able to catch some smarties.

Keyword Stuffing is writing content using the same keyword excessively. Even today, you can find some content that uses this unpleasant technique. Easily noticeable, it looks like the content was written from one robot to another. Currently, pages like this no longer rank well and have disappeared in recent years.



An element on a page that directs the user to another url or domain. The link is the most authoritative element for SEO.

Link bait

A page that has a very unique feature: acquiring the largest number of links possible. Just like click baits – content designed to bring traffic – link baits are pages with the aim of receiving a huge flow of links.

Link Building

The main off page SEO strategy, which aims to acquire new links to gain authority in the search engine. Always focusing on high quality links, coming from domains that are referrals, reliable and that bring value to your domain.

External link

One of the types of links that can be used on any page. In this case, external links are those that direct the user to a different domain than yours. In a Link Building strategy, these links are the most important.

Link farm

A group of sites that is connected through a network of links. Most of the time, this network of links is not well regarded by the search engine, since it deviates from conventional practices of acquiring links in a natural way.

Internal link

Another type of link that can be found on a page. Unlike external ones, internal links are those that aim to guide the user to other pages within their own domain.

Long tail

Long tail keywords are the gold of Content Marketing. Unlike head tails, these keywords have a much more specific objective and, therefore, the chance of converting users is much greater. Despite their low search volume, long tails usually have fewer competitors. Example: “Content Marketing”.

LSI (Latent Semantic Indexing)

LSI means that search engines have started to index keywords according to their usage. Despite not identifying that your content has a specific keyword, the searcher can identify which is the main term of your content, based on all other keywords used in it.


Meta Description

The meta description is a description that every page has. She is one of those responsible for improving the CTR of pages in the search engine. It is displayed only on SERP and aims to explain to the user what its purpose is.

Meta Tags

They are part of the content of an HTML page. in order to guide the searcher’s crawler to find the titles, content and keywords of a page.

Search engine

As the name says, they are tools created with the objective of helping users to carry out searches to solve their problems. Currently, there are a multitude of search engines for the most varied purposes: Google, Itunes, Youtube, Google Play, and so on.



A command used within the HTML of a page that defines whether or not it will be indexed by the search engine. NoIndex is a code that instructs Google robots whether or not to crawl a particular page.


An attribute used in external links that defines whether or not a link is sending authority to the destination domain.


Off Page SEO

Optimizations performed with external focus. Off page techniques aim to increase the relevance of a domain.

On Page SEO

Optimizations carried out within a page with the aim of making it more apt to be found by users.



Old metric used by the Google algorithm, which qualified pages between 0 and 1 to identify which were the best results.

Page title

The title of any page that is displayed to users once it is within the domain.


Number of views for a given page.


The main SEO tool that users use to find solutions to their problems.

Panda Update

One of the updates from Google that penalized millions of sites that had low quality, shallow content that did not help the user.

Search engine penalty

As the name implies, these actions are performed manually and algorithmically, where search engines penalize pages that do not comply with their best practice guidelines.

Penguin Update

Google update that penalized many sites that violated Google’s guidelines regarding the acquisition of links in a natural way.

PPC (Pay Per Click)

Name given to digital ads that have a form of charging based on a user’s click. PPC is also a way of saying that someone works with paid media.



Action taken by the user when using a keyword to initiate a search.



One of the Google algorithm updates in 2016, which made the user’s behavior in the search engine even more relevant. RankBrain is an artificial intelligence that learns over time and tracks user behavior to deliver the best results based on clicks, stay on page, bounce rate and other metrics.


Same definition as 301 – also called 301 redirect.


A file that contains all the information from a website for the search engine. Basically, your goal is to identify and guide the crawler, indicating what it should analyze and what it should ignore. .



Search Engine Optimization is a series of techniques for optimizing pages, websites and blogs, with a focus on obtaining the best possible organic traffic results.


Search Engine Marketing, also known as Search Marketing, is a series of techniques that aim to optimize pages and ads for the most diverse search engines.


Search Engine Results Page is nothing more, nothing less, than the page itself where the results of a search are displayed. Be it on Google, Youtube, Itunes or any other search engine.

Site Map

A document that shows the search engine a navigation guide of your website and guides you, showing the correct order of navigation on your pages.


As listed above, also known as Bot and Crawler, a Spider is a robot used by search engines to index the pages of a website.



They are elements present within the HTML of any page. They can be a Title Tag, Heading Tag, or other possible elements.

Title Tag

Along with H1, the Title tag is the most important element of a page for the search engine. It will be the crawler’s first contact with its pages.


White Hat SEO

Search Engine Optimization techniques approved by search engines.

Liked our SEO Glossary? This is your definitive guide to the terms and concepts of the area (we will update it whenever necessary). So feel free to bookmark this page and come back here whenever you need to.

Now that you know all the SEO terms, it’s time to structure your team to put these concepts into practice. Read the post “Understand the 3 stages of high performance digital marketing teams”.