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SEO Terms (H-M) Glossary


Understanding SEO Glossary is crucial to understanding the working of SEO Campaign


Headings – Text on your website that is placed inside of a heading tag, such as an H1 or H2. This text is often presented in a larger and stronger font than other text on the page.

HTML – The code part of your website that search engines read. Keep your HTML as clean as possible so that search engines read your site easily and often. Put as much layout-related code as possible in your CSS instead of your HTML.

.htaccess file – A file with one or more configuration directives placed in a web site document directory. The directives apply to that directory and all sub-directories.

HTTP – Stands for “Hypertext Transfer Protocol.”

HTTPS – Stands for “Hypertext Transfer Protocol Secure.”

Inbound Link – A link from one site into another. A link from another site will improve your SEO, especially if that site has a high PageRank.

Internal Link – A link from one page to another on the same website, such as from your homepage to your products page.

Indexed Pages – The pages of your website that are stored by search engines.


Javascript – A scripting language that allows website administrators to apply various effects or changes to the content of their website as users browse it. Search engines often have difficulty reading content that is inside of Javascript, but they are getting better at it over time.


Keyword – A word that a user enters in search. Each web page should be optimized with the goal of drawing in visitors who have searched specific keywords.

Keyword Phrase – Two or more keywords relating to a specific topic.

Keyword Stemming – To return to the root or stem of a word and build additional words by adding a prefix or suffix, or using pluralization. The word can expand in either direction and even add words, increasing the number of variable options.

Keyword Density – How often a keyword or keyword phrase is used on a given web page.

Keyword Stuffing –  Since keyword density was an important factor on the early search algorithms, webmasters started to game the system by artificially inflating the keyword density inside their websites. This is called keyword stuffing. These days this practice won’t help you, and it can also get you penalized.


Landing Page – A content-rich web page geared around a particular topic, product or conversion goal. Typically a main navigation item of a website.

Latent Semantic Indexing – Or LSI for short, is an algorithm used by Google (and possibly other search engines) to determine how words are related to each other in the context of a web page. An article about “cookies” might contain words such as chocolate, sugar, flour or dough for example.

Link Building – The activity and process of getting more inbound links to your website for improved search engine rankings.

Long Tail Keyword – An uncommon or infrequently searched keyword, typically with two or more words in the phrase. Small businesses should consider targeting long tail keywords, as they are lower difficulty and often have more qualified searchers. Common keywords such as ‘software’ are more competitive, and very hard to rank high for them in search.

Link farm –  It is a group of websites where every website links to every other website, with the purpose of artificially increasing the PageRank of all the sites in the farm. This practice was effective in the early days of search engines, but today they are seeing as a spamming technique (and thus can get you penalized).

Link Popularity – Link popularity generally refers to the total number of links pointing to any particular URL. There are typically two types of link popularity: Internal and External. Internal link popularity typically refers to the number of links or pages within a web site that link to a specific URL. External link popularity refers to the number of inbound links from external web sites that are pointing to a specific URL. If you have more “links” than your competitors, you are typically known to have link cardinality or link superiority.


Metadata – Data that tells search engines what your website is about.

Meta Description – A brief description of fewer than 160 characters of the contents of a page and why someone would want to visit it. This is often displayed on search engine results pages below the page title as a sample of the content on the page.

Meta Keywords – Previously used by search engines in the 90s and early 00s to help determine what a web page was about, the meta keywords tag is no longer used by any major search engines.

mozRank – A logarithmic ranking provided by SEOmoz from 0-10.0 of the number and quality of inbound links pointing to a certain website or page on that website. A 10.0 is the best linked-to page on the internet, and a 0 has no recognized inbound links.