Core SEO Concepts

1. SEO (Search Engine Optimisation)

SEO refers to the process of improving a website’s visibility on search engines. The goal? Rank higher for relevant search queries to attract organic (unpaid) traffic.

If you run a bakery in Belfast, optimising your site for terms like “best croissants in Belfast” can help locals find you without paying for ads.

2. Algorithm

Google’s algorithm represents the complex system of rules and calculations that determines which websites appear in search results and in what order.

Think of it as Google’s secret recipe for ranking websites. The algorithm considers hundreds of factors, from content quality to page loading speed, and Google updates it thousands of times each year.

3. Organic Search Results

These are the “natural” search results that appear because of their relevance to the search query, not because someone paid for placement.

Organic results make up the majority of clicks on search engine results pages, making them incredibly valuable for businesses. Unlike paid advertisements, you can’t directly pay Google to rank higher in organic results.

Instead, you earn these positions through effective SEO strategies.

4. SERP (Search Engine Results Page)

The SERP is the page you see after entering a search query.

Modern SERPs have evolved far beyond simple blue links. They now include featured snippets, local map packs, image carousels, video results, and paid advertisements.

Understanding SERP features helps you optimise your content for different types of search results and maximise your visibility.

5. Indexing

Indexing occurs when search engines store and organise information about web pages in their massive databases.

Before your website can appear in search results, search engine bots must first crawl and index your pages. You can check which of your pages Google has indexed using the “site:” search operator or Google Search Console.

6. Keyword Research

Keywords are the words and phrases people type into search engines when looking for information, products, or services. They form the foundation of SEO strategy because they help you understand what your target audience is searching for and how they’re searching for it.

7. Long-tail Keywords

Long-tail keywords are longer, more specific search phrases that typically have lower search volume but higher conversion rates.

For instance, “running shoes” is a short-tail keyword, while “best waterproof running shoes for marathon training” is a long-tail keyword. Long-tail keywords often face less competition and attract users who know exactly what they want.

8. Search Volume

Search volume indicates how many times people search for a particular keyword within a specific timeframe, usually monthly. High search volume keywords attract more traffic but often face fierce competition. Low-volume keywords might bring fewer visitors but could be easier to rank for and more targeted to your specific audience.

9. Keyword Difficulty

This measures how challenging it would be to rank on the first page of Google for a specific keyword. SEO tools like Ahrefs, SEMrush, and Moz calculate this metric by analysing the strength of websites currently ranking for that keyword. Higher difficulty scores suggest you’ll need more time, effort, and authoritative content to compete.

10. Search Intent

Search intent reveals the purpose behind a user’s search query. Google categorises search intent into four main types:

• Informational: Seeking knowledge
• Navigational: Looking for a specific website
• Commercial: Researching products or services
• Transactional: Ready to purchase

Understanding search intent helps you create content that matches what users actually want.

11. Crawling

Crawling is the process where search engine bots (also called spiders or crawlers) systematically browse the web to discover new and updated content. These bots follow links from page to page, collecting information about each webpage they visit.

If search engines can’t crawl your site effectively, your pages won’t appear in search results.

12. Robots.txt

The robots.txt file acts like a bouncer for your website, telling search engine crawlers which pages or sections they can and cannot access. Located in your website’s root directory, this simple text file helps you control how search engines crawl your site.

However, robots.txt is more of a polite request than a strict rule, and search engines may choose to ignore it.

13. XML Sitemap

An XML sitemap serves as a roadmap of your website, listing all the important pages you want search engines to crawl and index. Think of it as a table of contents that helps search engines understand your site’s structure and find content more efficiently.

Submitting your XML sitemap to Google Search Console can improve your chances of getting all your pages indexed.

14. Page Speed

Page speed measures how quickly your website loads and displays content to users. Google considers page speed a ranking factor because slow-loading pages create poor user experiences.

15. Mobile-First Indexing

This means that Google predominantly uses the mobile version of your website for indexing and ranking. This shift reflects the reality that most people now use mobile devices to browse the internet. If your site isn’t mobile-friendly, you could see significant drops in search rankings and traffic.

16. Canonical URL

A canonical URL tells search engines which version of a page to treat as the authoritative source when multiple versions exist. This prevents duplicate content issues that can dilute your SEO efforts. For instance, if your product page is accessible via multiple URLs, the canonical tag specifies which one search engines should prioritise.

17. Title Tags

The title tag appears as the clickable headline in search results and is one of the most important on-page SEO elements. Google uses title tags to understand your page’s topic and relevance to search queries. Effective title tags include your target keyword, stay within 50-60 characters, and clearly communicate your page’s value proposition.

18. Header Tags (H1, H2, H3)

Header tags structure your content hierarchically, making it easier for both users and search engines to understand your page’s organisation. The H1 tag typically contains your page’s main topic, while H2s divide content into major sections, and H3s create subsections. Proper header tag usage improves readability and helps search engines parse your content’s meaning.

19. Internal Linking

Internal linking connects pages within your website, helping users navigate and discover related content while distributing page authority throughout your site. Strategic internal linking can boost the rankings of important pages, keep users engaged longer, and help search engines understand your site’s structure and content relationships.

20. Featured Snippets

Featured snippets are selected search results that appear above organic listings, providing direct answers to user queries. Google extracts this information from web pages and displays it in various formats: paragraphs, lists, tables, or videos.

Optimising for featured snippets can dramatically increase your visibility and traffic, even if you don’t rank first organically.

Link Building and Authority

21. Backlinks

Backlinks are links from external websites pointing to your site. Search engines view backlinks as votes of confidence, suggesting that your content is valuable enough for other websites to reference. High-quality backlinks from authoritative, relevant websites significantly boost your search rankings, while low-quality or spammy backlinks can harm your SEO efforts.

22. Domain Authority

Domain Authority (DA) is a score developed by Moz that predicts how well a website will rank in search results. Ranging from 1 to 100, DA considers factors like linking root domains, number of total links, and overall link quality. While DA isn’t a Google ranking factor, it serves as a useful benchmark for comparing website authority.

23. Anchor Text

Anchor text is the clickable text portion of a hyperlink. It provides context to search engines about the linked page’s content. Natural anchor text variation is crucial for healthy link profiles. Over-optimising anchor text with exact-match keywords can trigger Google penalties, so aim for a diverse mix of branded, generic, and descriptive anchor text.

24. Nofollow Links

Nofollow links include a rel=”nofollow” attribute that tells search engines not to pass authority to the linked page. Originally designed to combat comment spam, nofollow links still provide value through referral traffic, brand exposure, and natural link profile diversity. Google has evolved to treat nofollow links as hints rather than absolute directives.

25. Click-Through Rate

This measures the number of internet users who click on your search result after seeing it in the SERPs. Higher CTRs suggest that your title tags and meta descriptions effectively communicate your page’s value. Google may use CTR as a ranking signal, rewarding pages that satisfy user intent with better search positions.

26. Bounce Rate

This represents the percentage of visitors who leave your website after viewing only one page. High bounce rates might indicate that your content doesn’t match user expectations or that your page experience needs improvement. However, bounce rate interpretation depends on context. A high bounce rate on a contact page might be positive if users found the information they needed.

27. Conversion Rate

Conversion rate measures the percentage of website visitors who complete desired actions, such as making purchases, filling out forms, or subscribing to newsletters. SEO success isn’t just about traffic volume; it’s about attracting qualified visitors who take meaningful actions on your site.

28. Impressions

Impressions count how many times your website appears in search results, regardless of whether users click on your listing. Tracking impressions helps you understand your content’s visibility and identify opportunities for improvement. Low impressions might indicate poor keyword targeting or technical issues preventing proper indexing.

29. Google Business Profile

Google Business Profile (GBP) is a free tool that helps businesses manage their online presence across Google Search and Maps. A complete, optimised GBP profile is essential for local SEO success. It influences your visibility in local search results and provides crucial information like business hours, contact details, and customer reviews.

30. Local Pack

The local pack appears in search results when Google determines that a query has local intent. It displays a map alongside three local business listings, making it prime real estate for local businesses. Factors influencing local pack rankings include proximity to the searcher, relevance to the query, and business prominence.

31. NAP Citations

NAP stands for Name, Address, and Phone number. Citations are online references to your business information across various websites, directories, and platforms. Consistent NAP information across the web builds trust with search engines and improves local search rankings. Inconsistent citations can confuse search engines and harm local SEO performance.

32. Schema Markup

Schema markup is structured data code that helps search engines understand your content’s context and meaning. It enables rich results like star ratings, price information, and event details to appear in search results. While schema markup doesn’t directly boost rankings, it can improve click-through rates and user experience.

33. E-A-T (Expertise, Authoritativeness, Trustworthiness)

E-A-T represents Google’s quality guidelines for evaluating content and websites. Demonstrating expertise through qualified authors, building authority through quality backlinks and mentions, and establishing trust through transparent business information and positive reviews all contribute to better search performance.

34. Core Web Vitals

Core Web Vitals are specific factors that Google considers important for overall page experience. They measure loading performance, interactivity, and visual stability. These metrics became official ranking factors in 2021, emphasising the importance of technical performance in SEO.

Your SEO Journey Starts Here

Understanding SEO terminology is just the beginning of your optimisation journey. These terms provide the foundation for deeper learning and more sophisticated strategies. As search engines evolve and new technologies emerge, the SEO landscape continues to change, bringing fresh terminology and concepts.

The key to SEO success lies not just in knowing these terms but in understanding how they interconnect and influence your overall strategy. Start with the fundamentals, master the basics, and gradually incorporate more advanced concepts as your knowledge grows.

Remember that SEO is a marathon, not a sprint, and consistent application of these principles will drive long-term success for your website and business.