SEO Glossary

Definitions for Common SEO and Digital Marketing Terms

Bounce Rate

Bounce rate is the percentage of visitors who enter a site and "bounce" (leave the site) without navigating to any other pages within the same site.


When added to a web page, a canonical tag helps prevent duplicate content issues. By canonicalizing a web page, you specify the canonical, or preferred, version of the web page to a search engine.

Click-Through-Rate (CTR)

CTR is the number of clicks that a SERP result receives divided by the number of times it is impressed expressed as a percentage (clicks ÷ impressions = CTR).


A conversion is when a visitor to a website completes the intended task, whether it is a newsletter sign-up, a form submission, a sale of a product, or some other action.


Crawlers are robots that read web pages and follow the links on those pages. A crawl of a website determines what the site is about and what kind of authority it has.


An impression is generated anytime a web page is served up on a SERP in answer to a search query. A site does not have to appear on page one of search results to generate an impression; it can appear on any page of the search results.

Inbound Marketing

Inbound marketing is a strategy that uses the creation and distribution of valuable content to earn the trust of and attract customers. Inbound marketing channels include blogs, social media, video, and podcasts.


After a site is crawled by a search engine it is put into a database, or index. This index is consulted every time someone performs a search.


Keywords are common words or phrases used to search the internet. Keywords are used in web content to target these searches.

Meta Data

Meta data is information contained within a website's code to describe the contents of each page. Meta data include page titles, descriptions, keyword, and other information. Meta data are read and evaluated by search engines to help decide whether a web page is relevant enough to the search query to serve in the SERP. The meta data containing the web page’s title and description is often then displayed in search results.

Outbound Marketing

Outbound marketing is the traditional form of marketing where a company initiates the conversation and sends its message out to an audience. Forms of outbound marketing include tv ads, print ads, and email blasts.


PageRank is an algorithm used by Google Search to help rank websites in its search engine results. PageRank is a way of measuring the importance of website pages. PageRank is measured on a scale from 0 to 10 where the most important websites are a 10. According to Google: PageRank works by counting the number and quality of links to a page to determine a rough estimate of how important the website is. The underlying assumption is that more important websites are likely to receive more links from other websites.

UPDATE: PageRank data is now unavailable to the public. While Google uses PageRank data within its ranking algorithm, Google has removed the ability for site owners and visitors to view this score.


A QDF, or Query Deserving Freshness, is a component of the Google algorithm that pays special attention to queries that may need frequent updating, such as breaking news stories.


SEO, or Search Engine Optimization, is a methodology of strategies, techniques, and tactics used to increase the number of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine.


A SERP, or Search Engine Results Page, is the listing of results returned by a search engine in response to a search query.


A TLD, or Top Level Domain, is the suffix attached to an internet domain name. TLDs include .com, .gov, .edu, and .org. It can also be used to mean the URL of a website's home page.

Traffic Funnel

A traffic funnel is a designated path visitors follow on a website. The path leads the visitor through the content on the site to accomplish a particular task or conversion.