Knowledge Base – Glossary

  • Alt-text – Short for ‘alternative text’. Alt-text gives your image a description that is used by search engine crawlers and for accessibility purposes.
  • Anchor text – The section of clickable text that appears in a hyperlink.
  • Backlinks – when an external website links to one of your pages. 
  • Broken links – a hyperlink that doesn’t take you to the intended destination, usually resulting in a 404 error. 
  • Call-to-action (CTA) – A button or section on a webpage that is encouraging the user to perform a specific action. It may be something like ‘Buy now’ or ‘Click to find out more’ 
  • Crawlers – A piece of software that search engine providers (such as Google) use to ‘crawl’ through a large number of websites. This allows Google to index and rank websites autonomously. 
  • Domain – A domain or domain name is simply the name of your website. It will be the part that follows the ‘www.’ in your URL. For us it is simply thatsherbusiness 
  • Domain authority (DA) – a score from 1-100 that ranks a website based on how likely they are to rank on a SERP.
  • External links – A link on your website that will take you away to a different, external website.
  • Google Search Console (GSC) – A very useful tool that allows you to track important metrics and issues on your website. It also allows you to see how users interact with your website. 
  • Headings – Ranging from most important (H1) to least important (H6), a heading will sit above a body of text. Headings help to divide your web page into sections by providing a type hierarchy and guiding your users eyes to the most important information.
  • Homepage – The main landing page of your website
  • Hyperlink (also known as just a ‘link’) – A clickable section on a website that, when clicked on will take you to another, different web page.
  • Internal links – A link on your website that will take you to another page of your website.
  • Keyword/keyphrase – the word/phrase that people are typing into search engines to find a specific page. You want to identify what your target audience is typing into search engines and try to be the first listing on that SERP!
  • Keyword stuffing – Overusing a keyword in an attempt to manipulate search results. Usually Google can spot this and it can harm your website rankings. Keyword use should be natural and never forced.
  • Meta Description  – The description of a page that appears under the title tag on a SERP.
  • Meta Tag (also known as Title Tag or SEO title) – The link to your page that appears on a SERP
  • Plugin – A piece of software that allows you to add functions to a program without changing the program itself. For example, installing Yoast to WordPress will add SEO features without changing the functionality of WordPress itself. 
  • Screaming Frog – A free crawler tool that allows you to easily crawl through a website to create reports or generate sitemaps.
  • SEO (Search Engine Optimisation) – The process of making sure that your website appears as high up the search engine rankings as possible
  • SERP (Search Engine Results Page) – The pages on a search engine that show the results for a specific search term. 
  • Shopify – A website builder subscription service that allows you to list and sell goods online.
  • Sitemap.xml – A map that Google and other search engines use to navigate your website
  • SquareSpace – A content management system that allows you to build and manage your own websites
  • Title Tag (also known as Meta Tag) – The link to your page that appears on a SERP
  • Traffic – See ‘Website traffic’ 
  • Unsplash – a website that provides free to use, stock images
  • URL – Stands for Uniform Resource Identifier. This is what people will type into their web browser to find your website. E.g. – https://www.yourwebsitename.co.uk
  • Users – people who are interacting with your website
  • User experience – Providing a good user experience means your website functions as it should and is easy to navigate etc. Bad user experience means your website is complicated and doesn’t function correctly – broken links, slow to load etc. 
  • Website traffic – the number of visitors to a web page
  • Wix – A content management system that allows you to build and manage your own websites
  • WordPress – A content management system that allows you to build and manage your own websites
  • Yoast – A plugin for WordPress that allows you to make changes to SEO features on your website

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