The Ultimate A-Z of SEO Jargon

In the wonderful world of SEO, there are SO many terms to learn, and we often get asked by our clients to explain some of the key terms and phrases that we use. Whether you’re someone looking to decode the marketing jargon of a friend, service provider or simply just want to spend your time geeking out on SEO, we promise that this will be an interesting read! Here’s our ultimate A-Z of SEO to help you out!


A – Algorithm

An algorithm is a bit like a rulebook that is commonly used in computer programs. The algorithms we most commonly come across are from the likes of Google, Facebook and Instagram, and these all work to sort the posts to (hopefully) give the reader/viewer the information that is most relevant to their needs. These are constantly updating, so that’s why our dedicated teams are sure to keep up-to-date with all the latest updates so that we can follow the rules accordingly.


B – Backlinks

Backlinks are essentially the links behind your website. These will be where one or more website has linked to yours. The better your backlink profile looks; the happier Google will be to show you as an authority. If your backlink profile is full of spammy, irrelevant links, then you may be penalised. High-quality, relevant and working backlinks are essential to our SEO strategy.


C – Content

CONTENT IS KING. Our entire strategy revolves around the creation of unique, quality content. Whether this is in the form of landing page copy, blogs and news articles or posts on social media, content is a fantastic way to communicate with your customers, build relationships and can help you to take up a step in the rankings too.


D – Duplicate Content

As much as we wanted to use this as a chance to introduce ourselves here at Ducard, we’ve opted for Duplicate Content instead, so, you’ll just have to read our about us page instead. Duplicate content is where the exact same or very similar content is replicated elsewhere on your website or someone else’s. If it is duplicated on your own site, you may find you have multiple pages competing against each other. If it is the same as on someone else’s site and you are not the original creator, it’s very similar to plagiarism, and can have a negative effect on your website. That’s why we emphasise the importance of unique and quality content, as copy and pasting someone else’s article is a big no-no.


E –Evergreen content

Evergreen content is that of a blog/feature that is timeless. Unlike articles, which tend to be time sensitive, evergreen content is relevant for a long time and can be shared, re-shared and re-used time and time again. This is a fantastic way to grow authority, particularly if you want to rank as a snippet (more on that below).


F – Follow Links

Follow links are vital to the backlinks of your site, as they push ‘link juice’ through a hyperlink and transfer authority from one site to another. This will make more sense once you’ve checked out the ‘no-follow’ term a little further down.


G – Google

You should probably already know what Google is, as the most famous search engine for much of the globe. It holds around 91% of the worldwide global share and processes around 40,000 search queries every single second!



HTTPS means Hyper Text Transfer Protocol Secure, a more secure version of HTTP and the preferred prefix for businesses. This is essentially the protocol by which data is transferred between a browser and website, with https protocols being encrypted.


I – Indexing

In website terms, indexing is a process undertaken by search engines such as Google and Bing, whereby pages are added to their book ‘Every Page We’ve Seen on the Internet’. You can help this process along by regularly submitting up-to-date sitemaps of your website and ensuring that none of your pages leads to a dead end, i.e. a 404 error.


J – JavaScript

JavaScript is a computer programming language used on many websites, which allows users to reap the benefits from interactive features and effects.


K – Keyword Research

One of the first steps in an SEO strategy is to do thorough keyword research to find the terms and phrases that people are using to find your website. You may have found this article by typing ‘A-Z of SEO’ or it might have been through ‘SEO jargon’ or one of the hundreds of other variations. You’ll want your website to rank highly in search for the key terms that are the most commonly used, and that are the most relevant, or find the terms that you can realistically compete in. There are plenty of tools to help us out with this, and as much as it is a long and time-consuming process, it is vital to ensure success!


L – Long Tail Keywords

Long tail keywords are those that are a bit more specific, and typically mean that a user is searching with more intent than just general research. For example, ‘SEO services North Devon’ is far more specific than ‘SEO services’ or ‘Devon SEO’. They tend to be 3-4 words long and are what we tend to look for during the keyword research stages of a strategy.


M – Meta Data

Metadata can include title tags, meta descriptions and alt tags, which are descriptive measures that offer information on data. For example, the title tag of this page ‘The Ultimate A-Z of SEO Jargon | Ducard’ gives Google and the reader information on what the page is about, and the company providing the information. The meta description then offers a more in-depth explanation to help users and Google to find the best results to a search query.


N – No-follow Link

A no-follow link is the opposite of a follow link, ensuring that no link juice is passed through a hyperlink through HTML coding. This means that hyperlinks coded with rel=”nofollow” will not pass any authority from one site to another.


O – Outreach

Outreach is another essential part of our strategy and involves reaching out to other site owners such as bloggers, influencers and directories to collaborate on work, often to improve a website’s backlink profile.



Pay-per-click is a form of paid advertising which will charge a business a certain amount of money every time their advert is clicked in a search result listing. Typically, in Google, these are at the top and bottom of the page and slightly yellow, although they are starting to appear more and more like the organic listings. For site owners, this can help to increase visibility, sales and conversion rates.


Q – Questions

One of the key strategies we utilise when creating content is answering questions for customers, giving them exactly what they’re searching for with ease. With the uprising of AI and voice search, ranking for an ‘answer box’ or ‘snippet’ is vital to ensure that your business is found.


R – Robots.txt

The robots.txt file of a site tells web crawlers which parts of the site should and should not be processed/scanned.


S – Snippet

A snippet on Google is one of those nice fancy boxes that often appear when you type in a question and give you more information than a typical SERP (Search Engine Results Pages) without having to click through to the actual site.


T – Traffic

We’re not talking about traffic in terms of vehicles but in terms of users. The traffic to your site may be high or low in both quality and quantity. Our SEO approach aims to increase the level of high-quality traffic that comes into your site to help you to increase conversions.


U – Unique

Just reiterating our point above about the importance of content being unique and not just nabbed from elsewhere. High-quality, unique content and copy is the key!


V – Visuals

On-site visuals on landing pages and within content are key to keeping your visitors engaged and showing off your products/services. Always opt for high-quality, relevant and interesting visuals and be sure to break up large portions of text with something a little easier on the eye.



The World Wide Web is the platform that makes SEO and digital marketing so important. It’s a huge network that means we’re all connected together across the globe. Without the WWW you wouldn’t be reading this post!


X – XML Sitemap

An XML sitemap is a list of all the URLs on your website, or it should be anyway. Some CMS platforms update these automatically, while others need to be done manually. Either way, a sitemap is vital to helping search engines to find all the relevant pages on your site.


Y – Yoast Plugin

The Yoast Plugin is a tool for WordPress websites that helps you to improve your SEO. Now, Yoast sometimes doesn’t give the best of advice, if you’ve seen their traffic light system when uploading a blog, you’ll know what we mean. But it gives you the option to add in title tags, meta descriptions and other features that will help to boost your SEO.


Z – Zebra

Ok, so Zebra may not necessarily be an SEO term, and we’re sure you already know what a zebra is, but it’s still relevant because it’s not all black and white in SEO!
Do you want to know anything more about digital marketing and SEO? Get in touch with us today and we’ll be more than happy to help!

Do you regularly update your website with quality content? Or would you like to know more about the benefits of content on your website? Here at Ducard, we can assist you with these vital website decisions which will ultimately improve your organic search engine listing.


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