ASV (average search volume) - This tells us the volume of monthly queries for a specific term in a search engine.

Backlinks - Links from other websites that point to the brand’s website.

Best practice - A term for the most beneficial or superior method of accomplishing a task or project.

Click-Through Rate (CTR) - The percentage of users who click on a link after seeing it in the SERP.

Impressions - The number of times a web page appears in a user's search results, regardless of whether or not they click on it.

Keyword stuffing - Adding irrelevant keywords, or repeating keywords beyond what is natural, to a webpage in the hopes of increasing search rankings.

Keywords - Terms that are commonly searched in search engines, which can be integrated into content to improve SEO.

Landing page - A landing page is a standalone webpage, designed to convert visitors into leads or customers by encouraging them to take a specific action. For example, making a purchase, filling out a form, downloading an asset or subscribing to a service.

Long-tail keywords - Multiple-word terms that searchers use.

Meta Tags - Information that appears in the HTML source code of a webpage to describe its contents to search engines. The title tag and meta description are the most commonly used types of meta tags in SEO.

Organic search - The results that appear in a search engine's SERP based on their relevance to the search query, rather than paid advertisements.

Product listing page (PLP) - PLPs convey the breadth of products within a (sub)category. They improve search engine rankings and organic traffic by including keywords and internal links. They also inform the browser about what they can expect to find on the page so they can navigate to the right area and buy products.

Qualified traffic - Search traffic that “wants to be there”. The result of a successful search – people who have found what they are looking for.

Search Engine Optimisation (SEO) - SEO is the process of improving the quality and quantity of website traffic by optimising website content and structure to rank higher in search engine results.

Search intent - The intention of the users searching on search engines. Eg, a desire to learn, buy, compare, etc.

Search traffic - The amount of visitors that arrive at a particular website/page.

SERP - Search Engine Results Page. The page that appears after you search for a term – think Google search results, for example.

Short-tail keywords - A short term that users search for, also known as a head term.

URL - A uniform resource locator is the specific string of characters that lead to a resource on the web. The term URL is usually short-hand for the letter-based web address (e.g., www.searchenginejournal.com) entered into a browser to access a webpage.