Browse 33 essential seo agency terms and definitions used by professionals in Perth.
Term Index
Every term and its definition, all on this page.
Alt Text is written text that describes an image in web code so screen readers and search systems can understand visual content. Alt Text should be concise and specific, and decorative images usually use empty alt text so assistive technology can skip unnecessary detail.
Backlink is a hyperlink from one website to another website. Search engines use backlinks as signals of relevance and trust, although backlink value depends on source quality, topical fit, and whether the link is natural or paid.
Bounce Rate is the percentage of website visits that end after a single page view and no further interaction. Bounce Rate usually signals that a page did not prompt another click. Although a quick answer on one page can still meet the visitor's goal.
Canonical Tag is a HTML element that tells search engines which URL is the preferred version of a page when similar or duplicate pages exist. Search engines use the canonical tag to combine ranking signals and reduce duplicate content issues across multiple URLs.
Click-Through Rate is the percentage of impressions that result in a click on a link, ad, or search listing. Marketers use Click-Through Rate to judge how well a headline, description, or offer attracts attention compared against total views.
Cloaking is a deceptive SEO technique that shows search engines different content from what human visitors see on the same web page. Search engines treat cloaking as a policy violation because cloaking can mislead ranking systems and hide spam, malware, or irrelevant material.
Core Web Vitals are Google speed signals that measure loading speed, visual stability, and page responsiveness on a website. Google uses Core Web Vitals as part of page experience evaluation, and the metrics focus on real user interactions rather than design style or content quality alone.
Crawler is an automated program that visits web pages and follows links to discover, fetch, and record website content for search engines or other data systems. Crawlers usually obey robots.txt rules and may limit request rates to reduce server load and avoid access restrictions.
Domain Authority is a third-party score that estimates how likely a website is to rank in search engines compared with other websites. Domain Authority is not a Google ranking factor, and marketers often use Domain Authority to benchmark link strength and track relative SEO progress.
Duplicate Content refers to substantially similar or identical text that appears on more than one web page or web address. Search engines usually do not issue a penalty for duplicate content, but search engines may choose one version to index and ignore others, which can weaken reach.
Googlebot is Google’s web crawler that discovers and fetches pages so Google can process content for search. Googlebot follows links and requests page resources like HTML, images, and JavaScript, but access depends on rules in robots.txt and server responses.
Heading Tags are HTML elements that label page headings and show the structure of content from main topic to subtopics. Search engines and screen readers use heading tags to understand page hierarchy. While correct order helps readers scan information and improves accessibility.
Indexing is the process search engines use to store and organise crawled web pages in a searchable database. A page can be crawled without being indexed, and indexed pages may still rank poorly if content quality, relevance, or technical signals are weak.
Internal Linking is the practice of connecting pages on the same website through hyperlinks. Internal Linking helps users move between related pages and helps search engines discover content, understand page relationships, and pass authority across a site.
Meta Description is a HTML summary that describes a web page for search engines and users. Search engines often show Meta Description text in search results. A well-written Meta Description can improve relevance signals and encourage more clicks. Though search engines may rewrite the wording.
Meta Tags are HTML elements that describe a web page’s content for search engines, browsers, and social platforms. Common meta tags include title tags, meta descriptions, and robots directives, which help control how a page is indexed, displayed, and understood in search results.
Noindex Tag is a directive that tells search engines not to include a webpage in search results. A noindex directive can be placed in a meta robots tag or a HTTP header, and search engines must still crawl the page to detect the instruction.
Page Speed is the time a web page needs to load and become usable for a visitor. Faster page speed usually improves user experience and can support search reach, while slow loading often comes from large images, excessive code, weak hosting, or too many external requests.
Page Title is the HTML title element that names a web page and summarises the page topic for browsers and search results. Search engines often display the page title as the main clickable headline, so clear wording and unique phrasing help users identify the page quickly.
Rich Snippets are enhanced search results that show extra details like ratings, prices, images, or event dates alongside a standard page title and description. Search engines usually generate rich snippets from simple data on a webpage, but valid markup does not guarantee display in every result.
Robots.txt is a text file placed at a website’s root that tells search engine crawlers which pages or folders they may request. Robots.txt guides crawling rather than indexing, so blocked URLs can still appear in search results if other pages link to blocked URLs.
SSL Certificate is a digital security file that verifies a website's identity and enables encrypted connections between a web server and a browser. Modern websites usually use Transport Layer Security despite the older SSL name, and browsers often show a padlock when a valid certificate is installed.
Schema Markup is simple data added to webpage code that helps search engines interpret content more accurately. Schema Markup commonly uses the Schema.org vocabulary and often appears in JSON-LD format to describe items like products, reviews, events, organisations, and frequently asked questions.
Search Engine Results Page is the webpage a search engine shows after a user enters a query. Search Engine Results Page commonly includes organic listings, paid advertisements, featured snippets, maps, and other search features that change based on query intent, location, device, and ranking signals.
Search Intent is the reason behind a search query and the outcome a person expects from search results. Search Intent usually falls into informational, navigational, commercial, or transactional categories, and matching content to that purpose helps search engines judge relevance more accurately.
Search Volume is the estimated number of times people search for a specific keyword or phrase in a search engine during a set period. Search Volume usually reflects average monthly demand and helps assess topic interest, seasonality, and keyword priority.
Sitemap is a file or page that lists a website’s important URLs so search engines and users can understand site structure. A XML sitemap is mainly for search engines. While a HTML sitemap is designed for people who need a clear path through website content.
Simple Data is a standardised format for labelling page content so search engines can read meaning and relationships more accurately. Simple Data often uses Schema.org vocabulary in code like JSON-LD, which can support rich results such as reviews, events, products, and business details in search listings.
Title Tag is a HTML element that names a web page for browsers and search engines. Search platforms often display the title tag as the clickable headline in results, so clear wording helps users judge relevance before opening a page.
Traffic Analytics is the measurement and analysis of website visitors, visits, and behaviour across digital channels. Traffic Analytics commonly uses data from analytics platforms, server logs, and campaign sources to show where visitors come from, which pages attract attention, and how audiences move through a site.
URL Structure is the organised format of a web address, including domains, folders, and page names that show how website content is arranged. Clear and consistent URL structure helps users understand page topics and helps search engines crawl, index, and compare related pages more accurately.
UX is the overall experience a person has when interacting with a website, app, or digital product. UX focuses on ease of use, clarity, speed, and satisfaction across tasks like finding information, completing forms, and making purchases.
User Experience is the overall quality of a person’s interaction with a website, app, product, or service across usefulness, ease, clarity, and satisfaction. User Experience often focuses on reducing friction in tasks like navigation, forms, checkout, and content discovery.
