Are you looking forSEOSEM SXO and internet marketing concepts? Our SEO dictionary is a collection of 435 words, thanks to which you can expand your knowledge in this field, as well as repeat the most important terms. The SEO dictionary was created both for people who are just starting their adventure withpositioning, and for people who only need to check the meaning of specific industry words. You will find abbreviations, definitions of more complex issues, as well as terms that you may encounter when using online marketing tools. Familiarize yourself with our SEO dictionary and come back here whenever you want to check something or make sure you understand the password correctly.

1. Above The Fold

It is the part of your website that is visible to your content audience without having to scroll down. The part of the page that appears after scrolling is named Below The Fold. The appearance of Above The Fold is extremely important from the UX point of view. This is content that is intended to encourage people to read other elements of the website.
Inadequate ATF design may be one of the reasons for the high bounce rate. What is this ratio? You will read about him in this text.

2. Forum administrator

One of the users of a specific online forum, who has the greatest rights of all forum members. It can delete users’ statements, edit them. It imposes temporary penalties on people who do not comply with the rules of the regulations and blocks accounts (for a specified period or permanently).

3. IP address

It is a string of numbers by which you can identify the device by determining its location. However, it is not permanently associated with it. By means of a variety of network devices, such as an access point, it is possible to associate many computers and other devices connecting to the network with a single IP address.

4. AdSense

This is a popular system from Google that is used to manage advertising campaigns displayed on various websites. They have the form of graphics, videos, texts. In the Google Partner Program, there are website owners who earn money for every click on an ad (CPC). An administrator whose site meets Google’s requirements can display contextual ads on their site and get paid for it. Find out more about it here.

5. Adwords (currently Google Ads)

The current name is Google Ads. The system is used to promote a website in paid search results for selected keywords. With this tool, you can also create and manage marketing campaigns on other websites (on the Google Display Network). In the administration panel, you can set the advertising budget, verify its effectiveness, and the actions of users after clicking on it. Google Ads also allows you to verify the data of the recipients of the ad (gender, location, age and many others).

6. Ahrefs

It is a popular analytical tool for positioners and people related to the e-commerce industry. You can use it to search for keywords relevant to a specific domain, analyze competition, verify links, and carry out many other basic and more complicated activities. Ahrefs is very powerful, so it is used by various types of companies related to online marketing, positioning and PR.

7. AI

It stands for artificial intelligence and means artificial intelligence. AI is a technology that mimics human thought processes and at the same time is able to process a lot of data in a short time. It is used to create modern games and robots, but it is also the future of verifying the position of websites in the search engine, according to various criteria.

8. AIDA

English abbreviation for: Attention, Interest, Desire, Action, meaning: Attention, Interest, Desire, Action. It is a model of marketing activity, which indicates the stages that you want to get in order to make a purchase by the customer. First, the customer’s attention is attracted, then interest is aroused. The next step is to arouse a strong need to have a product, and then persuade them to perform an action, i.e. a purchase. Find out more about AIDA.

9. AJAX

With the help of this technology, applications and websites are created on which you can operate without having to load the entire page, for example in an online store. It is possible to set filters / search while loading site elements. The user does not have to wait for the page to fully load to perform any action.

10. Alexa

This is a website that provides website statistics and shows the most popular websites. The Alexa robot crawls subsequent websites and checks their traffic on an ongoing basis.

11. Alexa Rank

It is a website ranking that includes the websites with the most traffic. The criteria for evaluating a given website depend on many issues, for example, the number of visited subpages of a given website or the frequency of visits.

12. Algorithmic Penalty

Algorithmic penalty, i.e. imposed by the algorithm of the Google search engine. The administrator of the punished website is not informed about the penalty, however, the position of the website significantly lowers among Google search results.

13. Search engine algorithm

Verifies websites in terms of specific factors. On this basis, it evaluates a given website, and this affects its position in the search results. Algorithms are constantly updated, after which they can verify more factors and assign more / less weight to some of them. The most popular Internet search engine is Google, among its algorithms are, among others: penguin, hummingbird, panda, pirate, opossum, hummingbird. They verify the uniqueness of the content, the power of links, keywords, website structure and much more.

14. Ambient marketing

These are all forms of advertising that cannot be described as typical, known. This term is most often used for innovative marketing methods that are new and untested. This term can be used to describe all unconventional advertising methods. They are creative, non-standard and original. They differ significantly from standard marketing methods, they can shock, make you laugh and arouse commitment. It is often impossible to predict their effect, so they are risky and can lead to a brand image crisis.

15. AMP

AMP, or Accelerated Mobile Pages, is a Google project. It works under an open source license (freely available to everyone). Thanks to APM, you can significantly speed up the loading and operation of websites on mobile devices, such as tablets and mobile phones.

16. Competition analysis

Competitor analysis can cover many industries. In SEO, it concerns verification of such elements as: the number and quality of incoming links with the competition, positions under specific key phrases, sitemaps, optimization of graphics and content, and many other issues. Tools such as Ahrefs or Senuto help in effective analysis.

17. Anchor Text

This is the so-called link content. It is used to place internal and external links under specific text. Otherwise it is referred to as an anchor. It is placed in the html code.

18. Answer Boxes

One of the types of search results. These are quick answers to user questions that may appear directly in the search engine. The user does not have to go from a search engine to any website to check the answer (however, recipients of web content do this often). Answer Boxes most often deal with regulations, definitions of terms, dates, and the like.

19. API

Application Programming Interface. API enables communication and data transfer between systems and programs. It provides relevant information which it pulls from specific sources. Thanks to this, it is possible to use websites that search for available hotel booking dates, flights and much more.

20. Information architecture

It is a method of placing specific elements on the page in such a way that it is as intuitive for the user as possible, and at the same time has a logical (also for indexing robots) structure. The information architecture on a specific website is handled by UX designer, UI specialist and SXO experts.

21. Site architecture

That’s the entire layout of a given website. It assumes the proper organization of all subpages, text elements, graphics, links and elements that are interactive (for example, the search engine panel, the filter panel in the online store).

22. Sponsored article

It belongs to the elements that make up content marketing. It is an article of high substantive value, created in order to promote a given brand, product or service in an unobtrusive way. Typically, it has linking that takes recipients to the advertised sites. It evokes the interest of the recipient, the desire to get to know the product, or it is created to improve the image of a specific company. It is important, however, that a sponsored article must convey valuable information, be of high quality, and advertising should be naturally woven into it.

23. The alt attribute

The alt attribute is used to add descriptions of all the graphics on a given website. It is verified by Google algorithms that can link the content of the page with keywords for which a given subpage is worth positioning. They are of great value for the optimization of websites for SEO. The alt attribute is displayed to content viewers when the photo doesn’t load.

24. Attribute rel = “sponsored”

This is an attribute contained in the code that should be used to mark all links leading to the advertiser (they are paid). They do not convey the domain power for the page they link to. However, they can be clicked on by users.

25. The attribute rel = “ugc”

This is another important attribute included in the code of a given website. They are placed in those parts where the content created by users of a given page is located, i.e. next to comments and on all kinds of internet forums.

26. SEO audit and optimization

These are two actions that follow each other. At the beginning, a website is audited in terms of SEO (positioning). It is then optimized according to the audit. During optimization, many elements of the website change, from headings, through meta descriptions, to keyword saturation.

27. SEO audit

It is a thorough website analysis that allows you to evaluate the optimization of the website in terms of Google search results. As a result of the audit, a report is prepared in which the issues regarding the website’s compliance with the Google search engine guidelines are summarized. SEO audit verifies the website structure, keywords, optimization of specific elements (for example graphics, headers, code). It is worth carrying out it cyclically in order to constantly improve and optimize the website for the latest algorithm updates. SEO audit will be different for an online store, business card, blog. Your website’s goals and metrics such as conversion level, website traffic, session time, and more will also affect your score.

28. Website audit

The audit may cover various aspects of a given website, for example code, UX or SEO. It is an analysis of the website, which results in showing errors of various kinds, for example critical ones. It is performed before indexation, but also cyclically.

29. UX audit

A UX audit is a type of website testing and analysis that focuses on the user’s experience while visiting a given website. First of all, it verifies whether navigating the site is easy and intuitive, whether the colors are appropriate, and the location of specific tiles and elements is convenient during use. UX audit shows what needs to be changed in website navigation, structure, forms and other issues important to users.

30. Authority

Domain authority, or Page Authority, can be checked through a variety of SEO tools, for example by Ahrefs. Page authority is given on a scale of 0-100, the higher the score, the more competitive the site. It is determined by verifying various elements of the website, e.g. links leading to the website.

31. Autoresponder

There are many types of systems known as autoresponders. It is software that sends e-mails to groups of recipients automatically, according to specific settings. The autoresponder is used to create newsletters, for example, when signing up for it, registering an account, making purchases or to inform the person who sends the e-mail about the employee’s leave on certain days.

32. Backend

The part of the site that is not visible to the user. This page structure, which is often responsible for the most important functionalities of a website, is hidden in the code and created by developers. Each website has a backend and a frontend.

33. Backlinks (external links)

These are links that take you to another website. They are of great importance in the positioning of portals. The more links lead to a given website, the higher the position it can achieve in Google search results. It is also extremely important when building your backlink that the pages that submit to the other site have a good reputation.

34. Backlog

This term is directly related to the product and its production. Backlog is defined as all the steps that must be taken to create a product that is ready for sale. The backlog defines all stages (from design, through tests, to the end of work on the product).

35. Research using the method of cognitive journey

It is a method of website analysis in terms of UX, which is based on the passage of new users through various paths of the website or application. It shows whether the tested website is intuitive and whether each new user can easily cope with certain activities, e.g. subscribing to the newsletter, making a purchase.

36. UX research with users

UX research comes in various forms. A thorough analysis of the website in terms of usability is necessary to create a website that is as user-friendly as possible. UX research with users is one of the stages of thorough website verification. It consists in the fact that the research group, i.e. people who are a representative group for all Internet users, test a given website, perform specific tasks and assess intuitiveness and ease. They also point out what they don’t like, which makes it difficult to navigate the page easily.

37. Baidu

A web search engine that was established in 2000 and functions in China. It is the most common search engine in this country. Its popularity grew even more after Google withdrew from the Chinese market.

38. Bait and Switch

A dishonest and legally punished selling technique designed to encourage a customer to buy a product that does not exist or is merely a decoy to sell another product. The term from English means “bait and switch”.

39. Ban from Google

A penalty imposed by Google on websites that break certain rules. Sites that use Black Hat SEO are most likely to be banned. After its application, Google robots no longer analyze the specific page in terms of optimization – so it is invisible in the search results of the Google web browser.

40. Advertising banner

It is a type of internet advertising. Banners are placed on various sites and contain text, images (sometimes moving), and sometimes they also make sounds. Clicking on the banner takes the user to the advertiser’s website or product page.

41. Remarketing banners

Their goal is to re-engage the user with a product they have already viewed. Often their task is to remind the potential customer about the service or product they were interested in. It is a form of personalized advertising, tailored to the behavior of a given Internet user. It can be an effective method used in the case of abandoned baskets.

42. Banner Blindness

A phenomenon that can be observed in more and more people. Banner Blindness is also known as banner blindness – it means that users ignore advertising banners and elements that are structured in a way that resembles marketing content.

43. Barnacle SEO

The positioning method of soliciting mentions on larger websites from the same industry that cannot be competed with. Assumes various ways (for example, paid advertising, sponsored articles).

44. Behavior Flow Report

One of the reports available in Google Analytics. Thanks to it, you can read the analysis of the behavior of users who visit a given website.

45. BERT

This is one of the Google search engine algorithms. It draws attention to the language layer of websites. It examines and analyzes the language of users, which is natural for the recipients of the content. You can read more about him here.

46. ​​Bing

A web search engine developed and implemented worldwide by Microsoft. It is becoming more and more popular every year, but it still remains in the shadow of Google.

47. Bing Ads

The advertising system of the Bing search engine since 2019 known as Microsoft Advertising. It allows you to create text, image, native, dynamic and many more ads. It’s a system very similar to Google Ads.

48. Black Hat SEO

Techniques that allow you to reach high positions in Google search results quickly. However, they are prohibited, unethical and introduced against the real value for internet users. When Google detects that a website’s position has been achieved by BHS, it imposes a penalty on it.

49. Blog

It is referred to as an internet diary, but today it significantly differs from this definition. There are many types of blogs, such as personal blog, hobby blog, company blog. This is a website where entries targeted at a specific audience appear. It can be used for positioning, it is helpful in marketing and building a brand image.

50. Error 500

There are several reasons for this error, including: server overload, wrong permissions configuration, site script errors. It means that the server of a given website cannot fulfill the user’s request.

51. Bookmarking Sites

Otherwise social bookmarks. You can use them to link other users and store specific tabs for yourself. They are usually tagged for easy sorting.

52. Bootstrap

It is a CSS framework that forms a ready-made framework for websites. You can use it to create the appearance of the site. It was created by Twitter developers, and you can also use it in a commercial way.

53. Bounce Rate

An indicator showing the scale of visits to a given website that did not lead to visiting a different subpage within a given website. The user entered the website and, after reading its content, left. High BR is not always a negative thing, it depends on the type of website and the goals of its owner. However, it is taken into account by Google algorithms.

54. Branding

It is used to define the determinants of a given brand (both related to the visual part and activities). Branding is a set of factors that are to create the image of a specific brand. It is supposed to be unique and quickly associated with a given company by users.

55. Branded keywords

These are key phrases associated with a specific brand. They are very often used by online stores that offer customers products from well-known companies.

56. Breadcrumbs

The term can be translated literally from the English language as “bread crumbs”. Breadcrumbs are all elements of a website that are of a navigational nature. They make it easy for the user of a given website to move around it and always know where they are on the website at a given moment.

57. Bridge page

Literally translated, it is “the bridge site”. It is a linking or transitional site. It can be part of the sales funnel, and sometimes it is also independent. Its purpose is to encourage the user to buy a product or subscribe to a webinar or newsletter even more.

58. Brief

It is a collection of valuable information and rules that are to define the basic requirements and recommendations for the implementation of a specific project. It can be about text, graphics or advertising. It contains information about goals, recipients’ requirements and brand distinguishing features.

59. Broken Link

This is a broken redirect to the website. They don’t take the user to the target site. The most common reason is the removal of a given subpage by the administrator or its change in the address and no replacement with a working link.

60. Buzz marketing.

These are all marketing activities aimed at convincing potential customers to a given brand or product. This can be, for example, starting discussions about a given company in forums, encouraging them to leave positive opinions. It is to drive internet users to advertise the brand on their own, which gains great credibility. Buzz marketing can be done in an ethical but also unethical way.

61. CAC (Customer Acquisition Cost)

This indicator determines how much cost is necessary or incurred to attract one customer. It is important in the entire marketing industry and allows you to determine the profitability of given advertising activities.

62. Cache (cache)

This is the memory used by browsers, search engines and servers. It is temporary, kept only for a certain period of time. It speeds up many processes, such as displaying previously loaded pages, for example when a user presses “back”. The page does not have to reload, the cache is used then.

63. Google Cache

A copy of the page that the Google crawler was on.

64. Caffeine

This is Google’s indexing system for the content of subpages. It was established in 2010 and made new websites index much faster. As a result, the Google search engine includes fresh and newly created pages and places them in the appropriate places among the search results (according to various SEO guidelines).

65. Call to Action

In other words, it’s a call to action. It is a message formulated in such a way as to encourage the Internet user to perform a specific activity, e.g. purchase a product or read an article. It can be created in the form of text or graphics, but is always accompanied by its content.

66. Canonical (canonical address)

Every website owner should avoid duplicate content, but when they do appear, the canonical address should be used. It provides Google with information on which page should be taken into account in the indexation and treated as the most important. The canonical tag tells the browser that the page is original.

67. Carousel Results

Search results, most frequently appearing on phones, are displayed in the form of a scrollable bar.

68th ccTLD

It is a domain name assigned to a specific country, consists of two letters and refers to the name of a specific country. An example of such a domain is .pl or .uk

69. CDN

CDN is Content Delivery Network. It means a system that delivers content to users from all over the world in a fast and efficient manner. The use of CDN lowers the server load, and thus significantly shortens the loading time of websites and web applications.

70. Chatbot

It is used on websites, but also on some social networking sites. Thanks to it, you do not have to wait for customer service hours. It enables the user to talk to an automatic consultant who responds to inquiries according to a pre-programmed schedule. You can use it to book a service date, arrange an interview with a specific employee. More and more companies use it today.

71. Citation Flow (CF)

Evaluates the strength of links redirecting to a given site. It primarily takes into account the number of links pointing to the website. This is a Majestic parameter that ranges from 1 to 100.

72. CLICKBAIT

It’s a catchy title, image, or website element that encourages users to read your content and grabs their attention. Clickbait usually announces a much more interesting and valuable material than it really is, most often it uses the sensation and shock of the Internet user.

73. Click fraud

Unethical actions by competitors that rely on clicking on ads in order to generate fake traffic and expose a specific company to high costs of paid marketing campaigns.

74. CMS

Translated from English, it means Content Management System. It is a system that has an administration panel that allows you to easily manage the website. One of the most popular CMSs is WordPress.

75. Co-citation

Otherwise co-reciting. It is used in SEO and refers to a situation where different websites discuss related topics, concepts and mention each other using linking.

76. Co-occurrence

It is the coexistence of the same keywords and content on different websites.

77. Collocations

Expressions related to the topic being described or selected key phrases. They are used when creating content for the website.

78. Content

This is the content. It is placed on main websites, blogs and other places related to a given personal brand or company. Content should be optimized for SEO. Then it brings benefits not only for users, but also for the visibility of the website in the search engine.

79. Content marketing

Marketing based on the use of content to create a relationship with the user is most often a source of valuable information and is useful for the audience. It is very often used when creating native ads. Content marketing includes not only text, but also video, podcast and graphics.

80. Content pruning

These are activities related to changing the content on the website, sometimes also removing them. The purpose of content pruning is to eliminate and transform elements that do not translate into traffic or conversion. An effective CP influences the position of a given page in Google search results and increases the usefulness of the content for the audience.

81. Copywriting

It is creating texts for online stores, blogs, and landing pages. The copywriting content also includes sponsored, expert and back-end articles. Copywriting is closely related to internet marketing and positioning.

82. CPA

One of the settlement models for advertising campaigns. CPA is otherwise Cost Per Action, it means the cost related to the performance of a specific action by the user. It can be signing up for a newsletter or downloading an e-book.

83. CPE

The shortcut expansion is Cost Per Engagement. The fee for the advertisement is charged only when the internet user interacts with the advertisement displayed in the browser.

84. CPL

You can literally translate this as cost per lead. This means that the fee for advertising is charged after the user leaves the contact details. This may be, for example, leaving contact details on a form, filling out a survey, creating an account.

85. CPM

The term CPM is defined as the total cost of an ad showing 1,000 unique users. This billing model is most often used in campaigns in cooperation with influencers or banner advertisements.

86. CPO (Cost Per Order)

A form of cooperation in which the advertiser pays only a certain percentage of the order placed through a given advertisement.

87. Crawl Budget

It determines the number of subpages that can be indexed by Google’s algorithms within one website. The indexing time depends on the number of subpages.

88. Crawlability

It is differently indexed by Google robots on websites.

89. Crawler

Otherwise an internet robot

90th CRO

Performing activities aimed at increasing the conversion of a given website. Conversion optimization otherwise.

91. Cross-linking

One of the positioning methods is the mutual exchange of links between two websites. Sometimes it is the result of mutual guest entries, for example interviews or specialist texts.

92. CSS

A set of tags that allows you to modify the appearance of a website.

93. CTR

It is an indicator that shows the number of clicks in relation to the display of an ad, banner or link. It allows you to verify the effectiveness of online advertising activities.

94. CX

CX is Customer Experience, it means a user experience related to contact with a certain brand. Both during personal contact (with the seller, customer service) and online (visiting the website).

95. Dark post

Facebook post that doesn’t appear on the brand’s page (in its timeline). It is only an advertising message.

96. Data Center (DC)

A place where elements of the IT infrastructure are stored. There are network devices, servers and disks there.

97. Date studio

A tool from Google, thanks to which you can analyze, collect and present a variety of data.

98. Dead-End Page

A website that has no internal or external links. These pages are called a dead end because they don’t have navigation.

99. Dead Link

Redirect that does not refer to any subpage (see broken link).

100. Deep Link

The literal meaning is deep linking. Specifies a link that leads not to the main page of a website, but to one of the subpages.

101. Deposition of pages

Deposition is lowering your position in the search results of competing websites. He is part of Black Hat SEO.

102. Direct Traffic

Otherwise direct traffic. This is a situation in which a website has been opened by an internet user by entering the website address or using browser tabs.

103. Disavow Tool

A Google tool that allows you to report links that lead to the page. It is used when there are redirects to your site from low-reputation sites that have a negative impact on SEO.

104. Long tail

A key phrase that consists of many words (at least 3). It has fewer searches than general keyword phrases, however, it affects conversion as long tail phrases are mainly entered by buyers.

105. DNS (Domain Name System)

A system that translates a web browser from a domain name to the server’s IP address.

106. Domain

The name of your website with an extension, for example, semcore.pl

107. M-dot domain

A domain for mobile users that displays a website prepared for devices such as tablets, phones. “M.” Is displayed in front of the standard address.

108. Doorway page

Website used for illegal Black Hat SEO techniques. It is specially designed to increase the visibility in the search results under the selected keywords of the page to which it automatically redirects.

109. Phrase match (Ads)

It allows you to display advertising messages only to people who search for specific key phrases or supplemented with additional auxiliary words.

110. Broad match (Ads)

Matching ads to phrases typed by users into the Google search engine. It displays ads that approximate the terms entered by the user (synonyms, variants). It is the most general ad customization system.

111. Exact match (Ads)

One of the options for displaying ads matched to key phrases. Users are shown ads closely related to the phrases typed in the Google search engine.

112. DR (Domain Rating)

A parameter that shows the strength of the domain in terms of the number and strength of pages that link to it.

113. Drupal

One of the popular content management systems. It is used to create and administer websites.

114. DuckDuckGo

One of the most popular internet search engines, founded in 2008.

115. Duplicate content

Otherwise duplicate content. Duplicate content occurs when the same text appears on several pages of the same website. It also means copying content from other websites, which negatively affects your position in search results. You can read more about him here.

116. Dwell time

Dwell time determines the time between the user clicking on a link redirecting to a given subpage and returning to the search results.

117. Dynamic Content (personalizing messages)

It is the adaptation of messages appearing on the website to a specific user. This may be, for example, for language versions or localization.

118. Diversification of links

Taking care of the variety of links to the website. Ideally, there should be many types of them (also in different places). The division into types of linking is worth following and verifying according to the place of occurrence, their type (do-follow and no-follow) and other features.

119. Earned media

Literally translated as “media gained”. Earned media means the free appearance of a given brand in various media (social media, online newspapers, blogs).

120. E-commerce

Online commerce is most often based on sales through online stores, but also on platforms such as Allegro or social networking sites.

121. Email marketing

Internet marketing that is done with email. The most common form of it is the newsletter. It encourages the recipient to make purchases, sign up for a webinar or training. It is also a form of communication with the client, which helps in informing about new products and promotions.

122. Expertise-Authoritativeness-Trustworthiness (EAT)

The principles of credibility of the content on the website determined by Google. According to them, texts on websites are verified, it affects the position of a given website in search results.

123. Emd (Exact Match Domain)

A domain name that is also a keyword. For example, for the keyword “Semcore”, EMD will be semcore.pl

124. Error 404

This error tells you that the page does not exist. The most common situation is when the administrator removed one of the subpages and did not place a redirect on it.

125. Evergreen Content

This is the so-called universal content on the website in terms of generating traffic. It does not change its power regardless of time.

126. Exact Match Anchor Text

EMA is one of the types of anachsis. It is used when you want to show search engine robots that a given phrase is extremely important for the website owner in the context of positioning. The excessive use of EMAs is a disadvantage.

127. External Duplicate Content

Otherwise, external duplication of content, i.e. not yours. This is the case when persons managing other websites copy content from our website. Most often it is plagiarism and is content theft. It may have a negative impact on positioning, although Google can see on which page the texts were added in the first place.

128. Facebook Deep Text

A tool that works by tracking the content entered by Facebook users. It allows for internet marketing tailored to the needs and requirements of people using this social networking site.

129. Fanpage

Page of a given public person or brand on the Facebook social network. It has lower limitations (when it comes to the generated number of comments and likes) than the private account. It is created for fans, i.e. a group of people interested in a given topic / company.

130. Link farm

This is a website that can also be called a hyperlink farm. It is created to exchange links between pages and thus influence their position in the search results. Most often it is worthless for internet users and there is no meaningful and interesting content on it. Google imposes penalties on such websites, they are not profitable from the perspective of modern SEO.

131. Favicon

A small but distinctive, unique icon that appears in the address bar just before the page name. It aims to highlight a given website, it becomes an element with which the website / brand is associated.

132. Featured snippet

They appear at the top of search results. These are longer fragments that are to respond immediately to the user’s query. They distinguish a given website and allow it to appear in the minds of users. An example of featured snipped can be a recipe for making a given dish, which is displayed immediately among the search results, without having to go to any subpage.

133. Product feed (product feed)

Description and list of specific products with data and attributes. It can appear in .xml or .csv files. It enables the creation of advertising campaigns.

134. Algorithmic filter

Automatic penalty by Google applied to the page without informing the site administrator. Affects the place in the search results of a given website under specific phrases.

135. Google Filter

An automatic or manual penalty imposed on a given website by Google. Lowers the position among the search results of a specific subpage.

136. Manual filter

The type of penalty Google imposes on the website. You can check it in the GSC panel, it will display the cause and consequences of a specific penalty.

137. Firebase

A platform created by Google specialists, thanks to which you can create your own web and mobile applications.

138. Firefox

One of the most popular web browsers. It has an open source code, is constantly developed, and its main goal is to protect user data.

139. Footer link

Redirect that is placed in the footer of a given website. It can be an element of internal linking, but also transferred to another page.

140th Forum

A website that is used to exchange views between users. There are mainly thematic forums with various topics on the Internet. The forum is a place where people of the same interests, professions and fascinating topics talk to each other. Forums bring people together, but they are also used for internet marketing.

141. Foundation (framework)

Foundation is one of the CSS frameworks, thanks to which it is much easier to create website templates of various types (blogs, stores, business cards).

142. Framework

It speeds up programming work based on creating and expanding applications and websites. Frameworks are referred to as development packages, but their code should not be modified.

143. Auxiliary phrases

Key phrases that are not strongly related to the positioned product or service. However, they are important in terms of positioning because they are related to the terms entered in the Google search engine. Auxiliary phrases are added to the main phrase, they will be, for example, words such as: cheap, professional, professional, high-quality.

144. Sales phrases

These are keywords that are typed by Internet users who are focused on buying. Positioning the site for sales phrases is conducive to increasing conversions and profits.

145. Fresh Site Bonus (FSB)

This bonus is a support for new sites from Google, its duration is limited. New pages are highlighted in search results. After the Fresh Site Bonus is over, the sites will return to the positions under the given keywords that they have earned.

146. Front-end

The visible part of the website, programmed by the developers.

147. FTP

A protocol for the transmission of data between the user and the server. It allows you to upload and download files located on the server.

148. GDN (Google Display Network)

Google Display Network that allows you to display marketing messages in the form of text, video and graphics.

149. Geolocation

Thanks to geolocation, it is possible to determine the location of an internet user and match search results to it, including organic local search results and paid ads.

150. Geotargeting

Targeting search results using geolocation. Customizing the search engine responses to the user’s location.

151. Google

The most popular search engine in the world. It is primarily under its algorithms that websites are positioned.

152. Google Analytics

A free tool from Google for all website administrators. It is extremely important in terms of positioning, it enables data analysis and its use for SEO activities.

153. Google Autocomplete

It is an automatic completion of queries in the Google search field – adding phrases or whole phrases. The aim is to make it easier for Internet users to search.

154. Google Bomb

Unethical technique based on spam. It is about placing as many links to a given site as possible under the keywords you want in a short time. The result is to be an express increase in position in search results, but Google is currently successfully detecting such practices. Read more about Google Bomb here.

155. Google Dance

Nowadays, it is no longer relevant because Google’s algorithms have been improved. Google Dance means displaying different results in a search engine under the same keywords. This was once due to delays in indexation.

156. Google Display Network

See GDN

157. Google Doodle

Changes in the appearance of the Google logo for various occasions, such as anniversaries, holidays, important historical events. The Google logo then gains additional graphic and interactive elements.

158. Google Hummingbird

One of the Google algorithms. Thanks to it, the search engine recognizes the context of key phrases more easily, improving the search results. Google hummingbird matches them to the meaning of the entire phrase entered by the user, not just individual words.

159. Google Merchant Center

It allows you to advertise and highlight products from online stores in the Google search engine in an attractive form (photo + text + price). This is a paid advertising system, but you do not need to add each product separately, you just need to create and update a product file.

160. Google My Business

It allows you to create an account and a company card, and put a company tag on Google maps. The business card is also a form that facilitates contact. This is one of the important elements of local positioning.

161. Google News

It collects current news from national and international websites. It also exists in the form of a mobile application. It displays messages that are tailored to the preferences of specific users.

162. The Google Opossum

One of the Google algorithms that has a great impact on the search results. It adjusts them to the location of users, places higher points that are closer to a given device.

163. Google Panda

Google search engine algorithm that verifies the quality of websites and takes them into account in search results. Checks the value of websites for internet users.

164. Google Places

It allows you to display information about a given company in the search results, such as: working hours, telephone number, service or product description. You can also find opinions about specific companies here.

165. Google Search Console

A tool from Google that has been made available for free to all owners of online stores, blogs and other types of websites. Thanks to GSC, you can verify your position in search results, check data on: subpage indexation, linking and remove indexing problems.

166. Google Sites

Website editor from Google. It allows you to create websites available at http://sites.google.com/site/yourname. It’s an intuitive editor with many templates.

167. Google Tag Assistant

A free extension from Google that allows you to verify the correctness of the tags entered on the website. It records problems, verifies user interactions and allows you to create reports.

168. Google Tag Manager

It allows for the implementation of codes tracking the behavior of recipients of content on websites. It does not require changing the website code, so it is much easier and faster. You can also create target groups for retargeting.

169. Google Trends

It allows you to check frequently searched keywords by Internet users. Thanks to Google Trends, you can adjust the content to the current requirements of the recipients, thanks to the verification of the phrases most frequently appearing in the search engine. You can sort them by country or city.

170. Google Wave

The app from Google discontinued in 2012. It allowed the entire team of employees to work together, communicate and create online documents in real time.

171. Google Web Toolkit

A tool from Google with which you can build dynamic AJAX applications easily.

172. Googlebot

This is a web crawler from Google, it indexes websites, regularly going through all subpages.

173. Googlebot User Agent

Information on how the Google crawler crawls and indexes websites is determined.

174. Graph of Knowledge

A system that is to enable users to quickly find information that is valuable to them. It was established in 2012, it exists in many language versions, it is a database of Google information coming from many sources.

175. Gray Hat SEO

This term is used to refer to positioning activities that are on the borderline allowed by Google. They may result in a penalty imposed on the website in question. These are very risky techniques that should not be used. You can read more about Gray Hat SEO here.

176. Target group

This is a group of people to whom advertising, website content, product or service is directed. Each target group must be strictly defined, for example by age, gender, preferences, hobbies. Accurate characterization of the target group facilitates the creation of effective marketing messages and taking care of such elements as: narration, language, metaphors, subject matter and others.

177. GTMetrix

It is a free tool that you can use when creating reports on website indicators that affect its performance (loading speed, front-end structure, optimization). GTMetrix allows you to improve the position of a given website in Google search results.

178. Guest blogging

This is a way that benefits both the blog owner and the person who decides to guest post. A substantive industry article written by an expert has a positive effect on the image of a brand that has a blog. At the same time, the author may gain a link to his website and gain recognition among the readers of a given website. Guest blogging is also beneficial to content recipients who gain interesting information from a given field.

179. Hamburger menu

A navigation type that is often used for site views for mobile devices. A drop-down menu that looks like a hamburger appears when you click the menu icon. It is convenient and intuitive and easy to create.

180. Hashtag

The hashtags were popularized through Instagram and Twitter. It is a phrase consisting of one / more words that is preceded by #. They are used to mark messages and photos published on social networks and websites. Thanks to them, you can categorize entries according to various fields and interests of users who often follow entries with selected hashtags. They are also used to mark brands sponsoring specific entries.

181. Heatmap

Otherwise heat map. It allows you to verify the activity of users on the website, it is presented in a graphic form and illustrates which places on the website are clicked and highlighted by internet users. Cold colors are used to mark rarely chosen, clicked and marked places on the page, warm ones often. This is an important tool to optimize your website for UX.

182. Hidden text

See: Invisible text

183. Hilltop

The Google algorithm was created in 2003, whose task is to verify the expertise of websites. It takes into account the texts on the website and links leading to the page.

184. Hyperlink

Takes the user to another site or to a specific place in the text. Used to link other pages, subpages, but also to create the website menu. It is usually underlined / bold and highlights in a different color when you hover the mouse over it.

185. Homepage

The main page of a given website.

186. Hosting

Hosting is a service used by people who want to have a website available to users at all times. This involves renting space on the server where all the elements and data related to a given website are stored.

187. Hreflang

This is one of the attributes in the front part of the page’s code (head). It shows all the indexing tools the existing language versions of the site.

188. Htaccess

A file that contains information about the settings of all directories of a given server. .Htacces files are created and used to build http error pages, redirects or securing a given website.

189. HTML

A markup language used to build the backbone of web pages. It is combined with other languages ​​(such as JavaScript) to build interactive websites and web applications.

190. HTTP

This is the protocol that can be seen in front of the address in the Responsible for communication between server and client window. It uses cookies that monitor user activities. Currently, the encrypted https version is much more popular, better in terms of security and SEO.

191. HTTPS

This is a common version of the http protocol, which is distinguished by greater security. Google robots pay attention to the fact that the website has https, this affects the position of the site in the search results. The https protocol encrypts all transmitted data and is much more difficult to reach. Thanks to this, the website using it becomes safer.

192. Internal Duplicate Content

It is the duplication (duplication) of content that is on the same website. This is not a misappropriation of someone else’s content. It negatively affects the position of the site in Google.

193. IdoSell Shop

A platform that allows you to set up and manage online stores. It is adjusted to be able to optimize the sales site for SEO. Using IdoSell Shop, you can open several different online stores through one panel. It is possible to integrate the store established on this platform with various systems supporting the sales process (e.g. payment service, types of shipping).

194. Image SEO

It is taking care of the SEO optimization of the graphics on the website. Among other things, the alt attributes are used for this.

195. Index

In the context of positioning, it means data that is collected and analyzed by search engine algorithms. Thanks to the index base, the search engine offers users to visit websites that contain specific phrases. Search results are tailored to your queries, but also take into account various criteria for ranking a website.

196. Indexing

This is a process made by Google robots. It means accumulating data from different websites and saving them in the databases of specific search engines. During indexing and verification of the page by the algorithms, the position of the page in the search results is also determined under different phrases.

197. Infographics

This is a graphic with information. It is often used on websites to explain concepts, phenomena, or illustrate data. Often it is a graph or a picture that, when combined with text, allows for easy presentation of information. Infographics are very valuable in the context of UX.

198. Informativity of the text

In other words, the informative value of the content on a given website. An indicator measures from 1 to 100 how informative the content on a given site is. This influences the evaluation of the website by Google algorithms and its place among the search results.

199. Smart Goals (Google Ads)

The Google Ads advertising system allows you to create intelligent marketing campaigns. Thanks to them, you can create campaigns that are a hybrid of standard ads and actions based on remarketing. The result of smart goals is to maximize conversion. The system extracts all information from the files uploaded by the Google Ads user and creates campaigns tailored to network users, in which specific ads are often a combination of the advertiser’s text and images.

200. Internet Explorer

A Microsoft web browser that is not currently supported or developed. It was replaced by Microsoft Edge (from Windows 10). As many as 11 versions of Internet Explorer were created.

201. Interstitial

The type of internet advertising that irritates internet users the most and is not welcome. It covers the content of web pages and is difficult to close.

202. Invisible text

An action that is one of the unethical methods of positioning websites (Black Hat SEO). It consists of placing texts on a website that are invisible to users, but read by Google robots. It aims to improve the visibility of the website under specific key phrases, because it is saturated with them. Currently, Google’s algorithms are great at detecting this type of practice and impose penalties on websites with invisible text.

203. Java

A programming language that is widely used. You can use it to create mobile and web applications, websites and computer programs. It is one of the most advanced programming languages.

204. JavaScript

JavaScript is a scripting language that allows you to create website elements and various types of software that allow interactions between the user and the website. It is used, for example, when creating web applications (hotel reservation, shopping, browser games).

205. JQuery

Rarely used nowadays and not recommended (due to the fact that it is obsolete) JavaScript library. Today, much newer and more effective solutions are available.

206. Jump Page (transition page)

See Doorway Page.

207. Cannibalization of keywords

A situation in which several subpages of a given website are positioned under the same key phrase. This is problematic because Google robots do not know which of the subpages to support in the search results. This situation should be avoided as it has a negative impact on SEO. Cannibalization verification can be verified in paid and free positioning tools.

208. Extended cards

The way in which Google search results are presented. Their characteristic feature are large graphics. They are displayed on the screens of mobile devices, users can swipe them left or right and quickly take a closer look at several pages, and then select one of them.

209. Site directory

A website that is a collection of websites divided into specific sections or categories related to the topic and method of operation. Pages grouped in this way are useful not only for SEO, but also for internet users who research pages on a given topic.

210. Keep it Simple, Stupid (KISS)

The rule is most often used in marketing, but also when creating projects and building applications and websites. It assumes the simplest possible solution to the problem and proposing the easiest way to bring it to the expected result, without complicating the project. It is a combination of simplicity and maximum usability.

211. Keyword

Keywords – phrases for which websites are positioned. They are what users enter into the search engine.

212. Keyword density

This indicator is given as a percentage. It means the number of keywords in a given text or on a specific subpage in relation to the rest of the words. All content is optimized in such a way that the content of key phrases is not higher than 20% -30%, then it is perceived by the search engine’s algorithms as natural occurrence. However, they should be in the right places to have a greater impact on SEO (for example, in the headlines).

213. Keyword positioning

Putting keywords in different places on a specific website.

214. Keyword Stuffing

Black Hat SEO technique unethical and ineffective in the long run. It consists in artificially placing many keywords on a given subpage. The content is simply full of key phrases, and the text is useless for the recipients, often illegible and illogical. Keyword Stuffing can also be found in meta descriptions. This action can raise a given site in search results, but only for a short time. Google robots can easily detect KS and impose penalties on websites.

215. Knowledge Panel

The literal translation is knowledge panels. They are automatically generated information fields displayed when searching for a company, place or brand. They show additional information, it allows you to share it by sending it as a message. They appear on both computers and mobile devices in the form of an extended search result.

216. AuthInfo code

This is the code by which the domain is authorized when changing the operator.

217. Google verification code

Several digits sent via SMS, e-mail, read automatically during a telephone call. It allows you to confirm your identity when regaining access to the corner, but also when logging in to it from a new device.

218. The site command:

It makes Google search much easier. Using this command it is possible to limit the search results to one page. This means that if you want to find a given password on a specific website, you just need to use the site: command, and the search engine will show results related only to the page specified by the user.

219. Conversion

It can be about organic positioning, but also paid advertising campaigns and email marketing. The conversion defines the goal that you want to achieve through the actions taken. This can be, for example, signing up for a newsletter, making a purchase, downloading an e-book. Conversion is a very important indicator, for e-commerce it is extremely important compared to the number of visits to the website.

220. KPI

Otherwise, they are the Key Performance Indicators. In SEO, they are used to define the most important indicators that allow measuring the effectiveness of positioning activities, i.e. verifying the results. Thanks to this, you can check which activities are the most effective and which ones are worth changing.

221. Landing page

Literally translated “landing page”. This is the site to which internet users immediately move, for example, after clicking on an ad. It can be a home page, a subpage, or a product page. Otherwise, it is defined as a landing page intended to encourage the recipient to take a specific action, most often measured by the conversion rate.

222. Layout

It is a graphic design of the appearance of an application or website. It illustrates the colors used, symbols, font type and size as well as the arrangement of elements. Initially, it can be created on mock-ups, and before its implementation, it most often has a graphic form.

223. Lead magnet

Most often it appears as a popup when browsing a page. It encourages you to take action in return for something. For example, it offers a free e-book, a rebate code, a job card with an email address and consent to send messages. Thanks to it, mailing databases for newsletters are created.

224. The conversion funnel

There are different types of conversion funnels and they are often divided according to the type of conversion. Most often, however, it is used to increase sales by gradually moving to the next phases of product or service marketing. For example, the first stage may be a webinar, during which you will gain a mailing base for sending a newsletter, and then a free e-book that will be associated with the paid training being promoted.

225. Link

Otherwise, a redirect to a website. It can be internal (within a given site) or external (direct to another page). It is made available in the form of a www address, or a link placed in a graphic or under a given phrase.

226. Link baiting

These are all activities aimed at obtaining free natural links pointing to a positioned website. Most often it involves encouraging linking, or offers for example to write a guest content provided that you link to your own website.

227. Direct link

Direct transfer to a specific subpage, which does not include redirection. Sends users to the linked destination site.

228. Link building

All activities related to linking to the home page or subpages of a given website. Methods include, for example, internal and external linking.

229. Link burst

Link explosion – a situation in which a domain has quickly gained many links referring to it. This is not a natural situation for Google robots. It’s much better to link in a gradual manner.

230. Link Equity

See link juice.

231. Link exchange – link exchange

This activity is based on the cooperation of owners of various websites who agree to link each other to their pages. This is one of the methods to increase the backbone of your website’s links and thus improve its position in Google search results.

232. Link Hoarding

One of the positioning strategies based on minimizing outbound links and taking care of as many incoming links as possible. Nowadays, such actions are not recommended because it may be considered an unnatural situation.

233. Link juice

This is the power of a website that it transmits to a linked page. Link juice is taken into account during SEO activities. The more high-powered pages that link to a given site, the higher its position in search results. The strength of the page can go up or down, and it will vary depending on the attributes used when linking.

234. Link Reclamation

Otherwise, recovering lost links. Most often, however, it consists in repairing broken or poorly constructed links, but also replacing dead links with addresses after changes.

235. Link title

In other words, it is additional content that supplements the data about the website to which it refers. It is displayed to the user when hovering over the link, it is defined by the <title> attribute.

236. Follow / nofollow links

Follow links (or dofollow) are a classic form of links that have a great impact on website positioning, because they convey its great power. However, nofollow links are no less important for SEO, they have a lower value in terms of page position, but are an important part of positioning. Positioning specialists take care of the right proportions between follow and nofollow links. The latter should be marked with an appropriate attribute.

237. Indirect links

It is a link that takes the user to another website, but a redirect is used for it. This is often used when changing the domain, but also when using tools that shorten the url of the site to make it more user-friendly for internet users.

238. Sponsored links

It is a form of advertisements appearing in Google search engines (Google Ads), they have a text form and redirect to a specific website. They appear above, but also below, organic search results. They are matched to specific key phrases and appear after the user enters a query into the search engine.

239. Internal links

Links placed on a given website that take the user to other pages within the same website. They are used in positioning activities, but also have a huge impact on information architecture. They make it easier for Google robots to navigate and index subpages of the website.

240. Local traffic

Local traffic, i.e. concentrated around a given location (city, province).

241. Long Click

This term is used to describe the situation in which the internet user, after searching for the password, stays on the selected page longer and does not return to the search results for a specified period of time. Google algorithms pay attention to such user behavior, because Long Click proves the high value of the website and a good connection with a specific keyword phrase. According to the algorithm, such a page deserves a higher position in the search results.

242. Machine Learning

Machine Learning is otherwise machine learning. These are technologies based on the learning of computer systems that create response models by analyzing data. They don’t need a human to take action, such as showing a specific type of ad to the user and filtering messages.

243. Magento

One of the most popular platforms for setting up and managing online stores. It is intended for very large stores with a rich assortment and many functionalities. It is a heavy server load, but allows you to administer large online stores that have advanced functions.

244. Data marker

A tool from Google for webmasters that allows you to show Google patterns that they can learn from. This can be done using tags that make it easier for Google to display data.

245. Marketing automation

It is called the automation of marketing activities. A variety of tools are used for MA, which make it possible to replace manual actions with automatic ones. These include various systems for automating email marketing, advertising campaigns, data analysis and matching the content of marketing messages with it.

246. Marketing Mix

The combination of various marketing methods in order to create effective activities increasing the company’s profits. Most often, a refined product is combined, an attractive price, a timely advertisement and the best places for distribution, i.e. dissemination of the offer. Marketing mix strategies vary by industry and target audience.

247. Mobile marketing

Marketing tailored to users who mainly use mobile devices (phones, tablets). Strategies are constructed based on the requirements of such recipients who want to reach offers that meet certain criteria as quickly and easily as possible. Mobile marketing is based, among other things, on the visibility of advertising messages, the way they are displayed and the speed of loading.

248. Word of mouth marketing

See Buzz Marketing.

249. Viral Marketing

It consists in creating a marketing campaign that will be eagerly and with great intensity sent and shared on social media by internet users. Most often they are funny and intriguing films, shocking commercials or touching messages that affect the emotions of the recipients. Effective viral marketing makes advertising extremely effective, and at the same time cheap.

250. Social media

Websites or applications enabling interaction between friends, creating groups interested in a given topic. They are used for communication and sharing interesting information. Social media plays an extremely important role in online marketing.

251. Meta Description Tag

It is a tag whose presence and appropriate wording influences the visibility of a website in organic search results. It can be completed in the website code, or you can use the tools that allow you to enter this content in the content management system. It should inform about the content of the page and should contain key phrases.

252. Meta tag

These are HTML tags that are optimized for SEO. They are used to define the content of the page and place the CTA and key phrases there. You can enter them by editing the source code of the page or using special tools to facilitate writing them from the administration panel (for example YoastSEO for WordPress).

253. Microsoft Edge

A web browser from Microsoft. It replaced the unsupported Explorer.

254. Microdata (structured data)

This is data that is attached to the HTML of a website. They allow you to fill in your website data with important information. They influence what information about the page the Google search engine receives. They translate into search results and extended descriptions.

255. Microformats (structural data)

With their help, it is possible to determine for Google robots the information that is on a given website. Thanks to them, it will be easier for Google to understand what kind of messages are available on the website. Thanks to this, the algorithms bind the website with the appropriate phrases and place it higher in the search results.

256. File minification

Means reducing the weight of files by compressing them. This allows you to quickly upload and download files that are much larger when unpacked. File minification is used when adding content to the website. It allows your website to load faster, which translates into your position in organic search results.

257. Mobile first index

This term means that the mobile version of the website is indexed first, so it is very important for Google. Higher in the search results are pages that are optimized for mobile devices and allow them to load quickly.

258. Mobile-friendly website

Website friendly to mobile devices. It is a website whose layout and appearance are adapted to the capabilities of, for example, tablets or mobile phones. Google rewards sites that are relevant to the users of such devices.

259. Forum moderator

This is one of the forum users who can edit posts, block other people from participating in the discussion, and apply temporary penalties. He has similar rights as the forum administrator, but he is lower in the hierarchy. Usually it maintains one section / thread. He cannot block the administrator, but he can block the moderator.

260. Position monitoring

These are activities that verify the position of a given website in Google search results. It allows you to constantly control the effects of SEO activities and continuous work on page optimization. Position monitoring is combined by SEO specialists with other activities that improve the visibility of a specific website.

261. Mozilla Firefox

One of the most popular web browsers. It is open source and created and developed by a non-profit organization.

262. MozRank

According to him, the popularity of a website among users is determined. MozRank strongly influences the position of a given website in search results. The more (high-quality) links pointing to a given page, the higher the index. Google’s algorithms rate a page with a lot of links as valuable to users.

263. MozTrust

It determines the credibility and quality of the website. Its result is influenced by the quality of the links that lead to it, as well as the level of optimization of the website code.

264. MSQL

A system for creating, editing and handling relational databases from which information displayed on websites, for example in online stores, is extracted.

265. Headings H1-H6

They are used when determining the content structure on a given subpage. Different-sized headings identify the subject of the content that appears in the paragraph below them. Therefore, they constitute extremely important information for internet users. At the same time, they are important from the perspective of Google algorithms, they should contain keywords. SEOs optimize them in order to improve the navigation on the website and improve the SEO of the website.

266. NAP

This wording means Name, Address, Phone Number, i.e. basic data that must be entered in the Google My Business form. They are extremely important from the perspective of local positioning and people who want to learn more about a specific brand.

267. Tools for Webmasters

Systems created by Google for people who create and manage websites. They are very important for positioners because they enable the verification of many issues related to the visibility of the website. They allow you to find the causes and types of optimization errors and ways to eliminate them.

268. Faceted navigation

The type of navigation most often found in online stores. It is based on specific website features on which the information on the website can be displayed. Faceted navigation allows you to search for website elements by different categories that are common elements of products (color, size, price, city).

269. Negative keywords

These are negative phrases, i.e. keywords that the administrator or website owner does not want to associate with a given website. Otherwise, they are defined as negative keywords, and therefore related to the brand, although having a negative impact on its perception.

270. Newsletter

E-mail messages sent regularly by personal brands or companies to internet users who have subscribed to the newsletter themselves. They are part of internet marketing, their task is to inform recipients about promotions, offers, but also build a bond between the company and the user. The newsletter is often used to send personalized e-mail messages.

271. NOA (most anticipated action)

The most anticipated action is the action for which a specific website was created. Most often it is signing up for a newsletter, downloading an e-book or making a purchase. Web developers build them in such a way as to encourage users to do one thing. Therefore, NOA often affects sales pages.

272. Noarchive

This information is placed in the appropriate tag so that Google robots do not add the site to the cache of the online browser.

273. Noindex Tag

This is a tag used to prevent Google robots from indexing a specific website or its subpages in search results. It is most often used on websites that are under construction and have yet been properly optimized for SEO.

274. Not provided

Hiding keywords under which a given page is positioned in Google tools for analyzing statistical data on websites. This hampers positioning activities.

275. Web push notifications

These are notifications that appear on both computer screens and mobile devices. They are sent by applications and websites only if the user has agreed to receive them. They are used to send short messages, for example information about promotions. You can read more about notifications here.

276. Off-Site SEO

Positioning activities performed outside the optimized website. Their performance does not depend on having access to the website. Mostly, Off-Site SEO consists of building link backend, i.e. acquiring redirects to a website with the appropriate power and labeling (dofollow / nofollow).

277. On-Site SEO

On-Site SEO consists of a lot of activities aimed at improving the website’s position in Google search results. Among them is the optimization of the content (including headers), ensuring the appropriate structure of the website and information architecture. Internal SEO also includes content marketing and other activities that require administrative access to the website.

278. Opera (browser)

One of the most popular free web browsers by the Norwegian company Opera Software ASA. As one of the few browsers, it has a built-in VPN module, the use of which does not require the installation of additional plugins. The browser’s hallmark is the bold red “O”.

279. Content optimization

In the past, it simply meant adding key phrases to text on a website that was associated with headings and graphics. This approach to content optimization is already outdated and replaced by more complicated operations, which also include attention to the quality of content and saturation with phrases.

280. Organic traffic

In other words, this is organic traffic coming from search results (it doesn’t include paid ads).

281. Orphaned pages

Literally translated into Polish, it is “orphan pages”. In this way, pages are defined with no links referring to them. Such sites are far in the search results.

282. Owned media

A term commonly used in PR and content marketing. It is a space dedicated to publishing content related to the functioning and assortment of the company. The owned media includes, for example, a blog.

283. Page footer

Otherwise, the footer of the website.

284. Page Speed

This is the total time the website takes to fully load. Page loading speed is considered to be one of the most important factors influencing the number of page views and the time spent on browsing it. Page Speed ​​is one of the factors influencing the position of a site in search results. The faster the page opens, the more readily it is visited.

285. PageRank

The term refers to the numerical value that has been given to a specific indexed website. PageRank is estimated based on the quality of the page and the elements that contribute to its value.

286. PageSpeed ​​Insights

Tool made by Google. It is used as a verifier of the applied performance optimization solutions and the speed of operation of a given website. PageSpeed ​​Insights is based on statistics collected by the Chrome search engine and allows you to evaluate the loading speed of specific website elements. It allows you to observe errors related to the page loading speed in order to eliminate them.

287. Pagination

In other words, paging, that is, assigning numbers or numerical expressions to subsequent pages of the publication. Pagination on a website consists of dividing the text into parts and publishing it on other pages of the same website. This can have a good or bad effect on the website’s UX. If the text has been divided into too short fragments, the user will stop reading it and wait for many subpages to load.

288. Paid the media

One of the three (next to earned media and owned media) types of messages used by companies to acquire customers. Paid media is the use of paid media platforms, advertisements and marketing methods to promote a brand / product.

289. Spider

Collective name for elements used by search engines to find, analyze, browse and index web pages (omits HTML tags).

290. Domain Panel

Also known as the administration panel, it allows the administrator of the application / website to make changes within it. You can add and update content, manage graphics and other elements of the website.

291. Paragraph 31

A concept related to the forbidden tactics of Gray Hat and Black Hat Seo. This is the name of a penalty imposed on webmasters as a result of breaking the rules and using unethical SEO practices. The consequence of imposing this penalty is a drastic decrease in the website’s position under the phrases in the Google search engine. Another name for this penalty is Penalty 30, it is most often associated with spamming activities.

292. Payday loan

Google algorithm, fighting spamming on a positioned website. It is associated primarily with key phrases, such as: loans, casinos, viagra, payday loans. The introduction of the algorithm is designed to limit the distribution of bothersome spam content on websites.

293. Phantom

An algorithm whose main task is to search websites of poor quality or copied content that are saturated with key phrases or advertisements. It also picks up technical errors. First of all, it verifies large websites with many subpages. Lowers the search position of pages that have optimization errors.

294. Phishing

One of the methods that Internet fraudsters use. By pretending to be well-known websites or specific people, they try to obtain from users login data for online banking or other information enabling theft.

295. PHP

A scripting language that is used to design websites and web applications in real time.

296. Facebook pixel

A useful tool that allows you to analyze the effectiveness of marketing activities based on the activities that users take on a given website. The Facebook pixel optimizes advertising content in such a way that it is more likely to be viewed and tailored to the recipients.

297. Pinging

Pinging is a term closely related to indexing. Means a mechanism for providing information to search robots about new content placed on the internet.

298. Pinterest

One of the most popular social networking sites. Its operation is based on the publication of graphics by users.

299. PLA

PLA stands for product advertising. Product Listing Ads contain text and graphics information, as well as the price. PLA ads are part of the GMC. They appear in Google search results, they enable attractive advertising of specific products from the store.

300. Keyword planner

A tool from Google that allows you to analyze keywords and match them to your business needs. It allows you to: find new key phrases related to the industry, which should be enriched with SEO activities, verify the number of searches for given keywords, create campaigns with the use of specific phrases, plan marketing activities based on keywords. The planner is free.

301. Cookies

Cookies are small files saved on the user’s computer that store information about the visited pages. They contain, for example, individual website settings.

302. PMD (Partial Match Domain)

Name of the website of which the keyword is part. It can contain more phrases than the keyword itself. Most often, a keyword appears in a domain name along with another one that no longer fits the phrase. For the word “example” it will be www.dobryprzykład.pl

303. Basic (main) keyword

The most important keyword associated with your site. This is the name of the phrase that puts the most effort into positioning.

304. Pogo sticking

This is called the behavior of a user who, after entering a query into a search engine and entering the first page of the results list, leaves it to click on the page occupying a lower position. Pogo sticking has a huge impact on the positioning of websites, because it tells Google crawlers that the first site does not respond enough to the query in which the given phrase occurs.

305. Poison words

Otherwise poisoned words. These are key phrases that negatively affect the visibility of the website in Google results – they belong to the groups of phrases that are associated with the loss of trust in the site (for example, they are related to illegal activities).

306. Link popularity

This is one of the indicators that evaluates a website in terms of linking. Link popularity determines the popularity of a site based on the number of links that lead to it.

307. Abandoned cart

This is a situation where a potential store customer entered the site, added products to the cart, but did not complete the transaction and abandoned the shopping cart. There can be many reasons for this, for example: making a purchase in another store, too difficult a purchasing process, the need to enter your home address when buying an e-book. SEO and UX specialists verify possible causes and improve those elements of the website that can reduce the number of abandoned carts. Remarketing activities are also used for this.

308. Posts on Google

A service that allows content targeted at potential customers of a specific company to be published in a Google My Business listing. These can be news about promotions or current information.

309. Positioning / SEO

Positioning, otherwise known as SEO (although these concepts differ from each other, an equal sign is increasingly being put between them) means taking actions aimed at increasing the visibility of a specific website in the search results under specific key phrases. The most important thing in this case is achieving a place in the Top3 results. Search engine optimization can be divided into paid and free (organic). These are activities that can be divided into on-site SEO and off-site SEO. These include, among others: optimization of the website structure, attention to internal linking, content refined for SEO (matched headers, meta descriptions, no duplication), optimization of alternative graphics and texts, page loading speed and many others. You can read more about positioning here.

310. Local positioning

Positioning of an online store / company / service point in a given city or district. Effective local positioning is cheaper than nationwide. It allows you to display a given page high in the search results of internet users who want to find a service / shop / restaurant in their neighborhood or city. If the user has the location enabled, he often does not have to add a city, Google will take its location into account in the results.

311. PPC

Pay Per Click is a type of settlement during online advertising campaigns. In this way, you can settle Google Ads ads, then you pay only when the user clicks on the displayed ad. The fee is not charged if the ad is shown to the recipient, but the recipient ignores it. Cost per click is determined by several elements and varies from campaign to campaign.

312. Pretzels

Texts of low substantive value, not very rich in terms of syntax, style and interesting structure. They are related to the keyword, but often do not meet the needs of the recipient of the text in any way. There is a link in them and they are used to position the given phrase. Until a few years ago, they were very effective, but now Google’s algorithms pay more attention to the quality of content and its usefulness to the audience. Pretzels are much less important to SEO these days than they used to be.

313. Presell pages

A site that has a lot of poor quality text (see Pretzels). It is not valuable for internet users and is only used for positioning. Presell pages are currently defined as unprofitable in the context of SEO. Higher-quality content, such as blogs or sponsored texts, bring much better results.

314. Prestashop

Software for owners and administrators of online stores. Valued for its intuitive use and ease of adding new products and optimizing them for SEO. It has a supportive community, it’s free.

315. Page speed

See Page Speed

316. Link Profile

A compilation of all links from external websites that link to one website. They can be categorized according to different characteristics, for example dofollow / nofollow or power attributes.

317. Affiliate program (affiliate program)

Advertising collaboration, which is based on so-called affiliate links. They are placed on the publisher’s website and lead to a specific product or online store. There are several methods of paying the advertiser with the publisher, for example PPC, PPA, but the most popular and advantageous is the commission for the product purchased by the user through the affiliate link.

318. Propagation of the domain

Differently DNS propagation. This is the process of moving a domain to a different IP address that takes time for a website to start being assigned to it and not to the old server.

319. Proxy

Otherwise, the proxy server can load a copy of the page from the cache. It also allows you to block certain content, such as social media.

320. Browser

A program or application that allows you to visit websites. It can be enriched with various extensions, it saves the history of visits (it can be deleted), it allows you to set some sites as favorites or saved. The most popular browsers in Poland are: Chrome, FireFox, Opera.

321. Redirect

Transferring an internet user to another website. Redirection to the home page of the website is often used in the case of deleting a specific subpage or to a new domain of a given website (after entering the old name of the website into the browser).

322. 301 redirect

Otherwise, transferring the user to a separate www address, if the address he wanted to connect to has been removed or changed. An example is redirecting the user to another page of the website (often the main page), in a situation where the subpage is not available at the moment.

323. 302 redirect

See 301 redirect, the difference between 301 and 302 redirect is that the first one is a permanent redirect and passes almost all SEO value to the new address. The second one is temporary, so the old address remains in the same position in the search engine. End-user does not feel any difference between 301 and 302 redirect.

324. Friendly url

An address containing a logical sequence of characters in a specific language, understandable for the user and usually related to the given subpage it concerns. It does not contain random numbers and parameters. It is not very long and usually contains information about what the subpage is about, for example the title of a blog entry.

325. PWA (Progressive Web App)

The web application is opened in a web browser on a computer or mobile devices. It loads very fast and is an alternative to standard websites. You can use push notifications, it allows you to work without internet access (offline mode).

326. Query Deserves Freshness (QDF)

For some entries in the search engine, the time of adding information (from the newest) is taken into account when displaying the results. It is most often used for news from around the world and the country.

327. RankBrain

One of the Google algorithms that works on the principle of machine learning. Established in 2015, it uses individual information about the user who enters the query. These are, among others: location, variables related to the personalization of the results.

328. Ad rank

The ad ranking shows your position in the performance of a paid Google Ads ad. It is calculated on the basis of several data, including, for example, the rate per click, the quality of the advertising message, and competitiveness. It is calculated for each campaign, it may be different when launching the same campaign several times after the end of the previous one.

329. RDFa

Standard of data formatting in HTML, allowing for easier reading of data about a given page by Google robots. The standard includes the tags that are most often placed in the head section. These include: description, image.

330. reCAPTCHA

A modern development of the very popular CAPTCHA Internet security, which consists in proving by a human that he is not a machine. Requires the completion of a task (for example, simple math or text). It is often in the form of several images, from which you have to choose those corresponding to the query, for example the need to indicate images with some element, such as a traffic light.

331. Reciprocal link

In other words, a back link, i.e. linking for linking. Placing a link to an external website in exchange for placing a link to our website on this website. The purpose of a backlink is to build the backend of links pointing to our website and thus influence the position of the website in the search results.

332. Redirect links

One of the types of linking on a website (redirection to another website).

333. Display advertising

A type of paid advertising that has a graphic form. Most often it is an image + text, but it is also often in the form of an animation. Various billing methods can be used through the Google advertising system, for example CPM, CPC, CPA. Display advertising is visually attractive and adapts to internet users.

334. Remarketing

The type of advertising activity that uses Google Ads paid campaigns. The purpose of the ad is to reach users who have already visited the advertiser’s website but have not made a purchase (or have abandoned their shopping cart). It uses cookies to identify users who have previously viewed the advertised website.

335. Responsive website

A site that adapts to the device on which it is displayed. Both in terms of the size of the elements and the layout. Having a responsive website positively influences the website’s position in search results.

336. Rich results

Otherwise rich search results. They have additional information about the site.

337. Rich snippets (structured data)

Additional (extended) information that appears in Google search results. These include meta descriptions, the completion of which also affects the SEO of the site. Keywords are used in their creation. They also include the user rating presented in the form of asterisks. This information is useful for the audience.

338. Robots.txt

A file created for Google, which informs about which subpages of the website and their elements should be indexed. It can also be used to mark which subpage is not to be indexed. Most often this is done when building a website / subpage, when it is not yet fully optimized.

339. GDPR

EU regulation imposing on all who become controllers of personal data the obligation to adequately protect them and comply with the rules, for example that everyone has the right to access personal data processed by the company and may at any time withdraw consent to their storage and processing .

340. ROPO

The abbreviation is Research Online, Purchase Offline, which means searching for products on the Internet and then purchasing them in a brick-and-mortar store. Many users first learn as much as possible about a product online, choose a specific model based on this information, but buy it by going to a store branch.

341. Organic traffic

The traffic of a given website, which is measured by taking into account only organic (organic) search results. It shows SEO specialists the effectiveness of positioning activities and the visibility of a given website. It is the basis for measuring conversion. Organic traffic is divided by the number of conversions and checks what percentage of visitors completed the expected action by the website owners.

342. RWD

See Responsive website

343. Safari

IOS web browser.

344. Schema.org

The goal of the schema.org project is to improve the way Google robots analyze and interpret elements (e.g. content, data). It is, in a way, a translator for robots that provides them with information about what the website is about and what is on it.

345. Search Engine Advertising

Search engine advertising. It is one of the techniques of increasing the visibility and conversion of your website. Uses paid advertising.

346. Search Engine Spam

A spamming SEO technique that aims to rank your site high in search engine results in a short time. It ranks among Black Hat SEO and is penalized by Google algorithms.

347. SEM

Internet marketing focused on increasing the visibility, popularity and recognition of various types of websites. It combines SEO activities based on improving your position in organic search results and paid PPC positioning.

348. Semantic keywords

In other words, these are key phrases related meaningfully (semantically) to a specific keyword. Most often, they are synonyms, but also synonyms, related words and words directly related to the product / service. Extending positioning to semantic keywords allows you to reach users who use different queries. Those that have a similar meaning or the same but differently expressed.

349. Semstorm

A tool for positioners, web analysts and people dealing with online marketing. It allows for basic and advanced activities that allow you to diagnose the reasons for the position of a given page under specific phrases. With the help of Semstorm, you can work on the visibility of the website in the search engine results by monitoring keywords, analyzing them and verifying important website indicators also for competing websites.

350. Senuto

Website that allows you to analyze website data for SEO purposes. It allows you to verify the effectiveness of positioning activities, strategy planning, and monitoring visibility under keywords. Thanks to it, you can plan activities related to the use of key phrases (and select them in the right way), analyze the content on the website, plan their optimization and create a strategy for creating and publishing.

351. SEO

Actions to improve the visibility of the website in search results. Find out more about SEO here.

352. International SEO

Positioning of a website or online store not only on a national scale, but also on a larger number of countries.

353. SERM

Manage the reputation of a specific website that belongs to a personal or business brand in search results.

354. SERP

Search Engine Results Page, i.e. results appearing in online search engines, for example Google, which are related to the entered query by the user, containing a specific key phrase. They show both paid and free search results. There are many factors that influence the position of a subpage. Improving a website’s position under a given password in the organic SERP results is the goal of SEO activities.

355. Server

It’s a special type of computer that keeps websites running. Server space is shared to store online items and site data. It must have constant access to energy and the Internet, which is why most of the sites are on a shared, rented server.

356. Seznam

A search engine that works in the Czech Republic and is very popular there. Many internet users choose it and not Google. It focuses mainly on meeting the expectations of content recipients in the local context.

357. Shoper

One of the most popular systems for e-commerce. It allows you to create online stores, but supports the entire sales process, from product presentation and purchase, through online payments to shipping. A tool that deals with online sales in a comprehensive way.

358. Shoplo

A toolkit for e-commerce people who need a complete online sales platform. It allows you to set up and run an online store, and integrate with other sales systems, such as Allegro and ebay. With its help, it is also possible to create several language versions. Shoplo is a paid solution that comes in various variants (depending on the size of the online store, the number of products and the needs of the owners).

359. Short click

Quick click – the user visits the website and closes it after a while.

360. Sitemap (site map)

Otherwise, a map of a specific website. It is saved in .xml format and supports indexing of sites with many subpages that are very complex. It is an important element that influences positioning.

361. Skyscraping

One of the positioning techniques. It is based on finding websites that are popular and have backlinks. After compiling the list of pages, content on a similar topic (but at a higher level) is created, and then the pages from the links are turned to in order to offer linking with better content.

362. SkyShop

One of the systems for creating and managing online stores works on a subscription basis. It has many functionalities that make it possible to handle all the activities of the online store (including sales via Allegro sales websites) from the level of one software.

363. Key phrases

They can be short or long (long tail). The user enters a query containing key phrases into the search engine. The websites related to them are displayed. Keywords are an important part of SEO efforts. SEOs make sure that websites are high in the search results under specific key phrases, which allows you to build visibility and allows you to reach internet users with the offer.

364. Brand keywords

These are key phrases related to a given brand, i.e. brand. They consist of words related to a specific company, including, inter alia, the name of the company, the unique name of the brand’s product. An example would be “Semcore positioning”.

365. Generic keywords

This term is used to describe the first query in a given field entered into the search engine by the user. It is assumed that the first search is for general information on a given topic (product, service), and only then the inquiries are specified using long tail phrases.

366. SMM

SMM orSocial Media Marketingis internet marketing that uses 6o promotion of a brand or product of social media, such as: Instagram, Facebook, Twitter and others. It can take many forms – from viral marketing, through paid advertising, to cooperation with influencers.

367. SMO (Social Media Optimization)

Optimizing the website in such a way that it can be used for promotion on social media. UX and internet marketing specialists deal with it. The activities included in the SMO include: placing buttons on the website that lead to the brand’s social networking sites; panel placed in a visible place on the website (displaying recently added entries on Facebook or photos on Instagram); pop-ups encouraging to check the brand’s activity in social media / contact via SM.

368. SoteShop

Software that allows you to run e-business in the form of an online store. A tool adapted to domestic and international sales, it has many templates and functionalities, thanks to which you can create a modern and intuitive online store. Read more about SoteShop here.

369. Spam

Messages or messages unwanted by the user, most often sent to him without his consent via email, social media or appearing on websites. Google’s algorithms lower rank in spammer websites’ search results.

370. Speed ​​update

One of the website ranking factors that takes into account the loading time of the website and its elements on mobile devices. For users of tablets and phones, the time in which they receive information tailored to their expectations is extremely important. Therefore, this factor has a huge impact on the position of sites in the search results.

371. Splog (spam blog)

In other words, a spammer blog, the purpose of which is to influence the position of websites in search results. It is created automatically and only appears to be unique. Belongs to BHS.

372. SQT (Search Quality Team)

The Google team that removes spammy websites from search results. It ensures a high level of quality of websites displayed in Google results, and may also impose manual and automatic filters on websites.

373. SSL

SSL or Secure Socket Layer. It is used to encrypt data when the user accesses pages that process essential data. A protocol used to enhance the security of connecting to banking or online shopping.

374. STA

In other words, Searcher Task Accomplishment – meeting the needs and expectations of the user by the website, taken into account by Google robots.

375. Stopwords

The phrases that search engines ignore when displaying search results. They are irrelevant for matching search results to queries. Most often they are pronouns or conjunctions.

376. Storytelling

One of the methods of content marketing. It is about building engaging stories and describing them in such a way as to arouse emotions and improve the brand image.

377. Street View

One of the Google tools enabling a virtual walk around a given town.

378. Page 404

The Not Found error that occurs when the server cannot find the subpage / file on the server. A common mistake is bad configuration of the file, but also deleting it from the website’s resource server.

379. Landing page

See Landing Page.

380. Multi Page

The opposite of One Page. A site that has an extensive architecture has many subpages, each with a separate URL. Such websites have great positioning possibilities, due to the multitude of key phrases that can be used for SEO activities.

381. One Page

A website that does not have separate subpages. The main page is scrolled and you can discover its next elements by scrolling, or by selecting menu items (then the page automatically moves to a given place. It loads quickly, but it is problematic in positioning.

382. YMYL (Your Money Your Life) Pages

The type of websites the visiting of which can have a strong impact on life and its comfort. Most often they relate to health or financial aspects. These include advisory sites on health, investment, diet, lifestyle, finance, legal issues, and the like.

383. Suplemental index – supplementary results

Otherwise, the supplementary index where the websites about which Google’s algorithms are in doubt are found are not trusted. They have optimization flaws, duplicate content, or other issues that make them unworthy to be in top search results.

384. The link exchange system (SWL)

These are online platforms that allow you to obtain links leading to a positioned website. The use of SWL is intended to increase the visibility of a website in search results. However, incompetent use of SWL may contribute to imposing penalties on the website by Google.

385. SXO (Search Experience Optimization)

A combination of SEO and UX. It is an innovative way to optimize websites, which takes into account the activities of organic positioning and user experience. The website to which SXO is applied is not only perfectly refined from the positioning perspective, but also adapted to the requirements and expectations of users. It is distinguished by its intuitiveness, and being on it is supposed to be satisfactory for the recipient of the content. Find out more about SXO here.

386. Artificial intelligence

See IA

387. Conversion path

These are all stages through which the internet user who visits a given website goes through in order to complete the conversion. For example, making purchases or subscribing to the newsletter. Studying conversion paths and optimizing them for UX increases website performance as well as profits. Conversion paths are primarily analyzed for online stores.

388. Conversion tracking

It consists in placing an appropriate code on the website, called a tag. It allows you to verify whether Google Ads advertising activities bring the intended results and which advertising campaigns are most effective and lead to maximization of profits.

389. Banner blindness

An interesting social phenomenon from the perspective of the psychology of marketing. It is based on the fact that the user, when using the Internet, does not pay attention to banner ads, does not interact with them, and omits them automatically

390. Fresh content

This term is used to describe new and updated content on websites. Updating subpages, adding new information (graphics and texts) is conducive to high position in search results. For Google’s algorithms, this means that the website administrator provides users with up-to-date information.

391. Tag

In the context of creating and administering websites, tags mean, for example, specific categories of a website (online store), they are also used in databases. Website meta tags are also important for SEO.

392. Targeting

Determining the target group of a given product or service, often used when creating paid advertising campaigns in search engines or social networking sites. Targeting allows you to create advertising messages tailored to the target group.

393. Behavioral Targeting (TB)

A type of targeting in which user behavior plays the most important role. More important than age and gender are the activities and habits of Internet users for which relevant advertisements are selected and displayed.

394. Demographic Targeting (Geotargeting) (TD)

Targeting that primarily takes into account the location of users. Online advertisements are tailored to the country or region where the person familiar with the marketing message resides.

395. The Open Graph protocol

One of the tags that allows you to specify what content and photos under the link should be displayed, for example, on social networking sites.

396. Thin content

Short and of little value content on different websites. They are not only of poor substantive quality, but also often have linguistic errors. Such content negatively affects the position of a given page in search results.

397. Time to first byte

This is the time needed for the internet user to see the first elements of the website and information (graphics, texts) from the moment of entering the address and confirming it / clicking on the link.

398. Tiny text

This is text on a website that is so small that a visitor to the site cannot see it. It is used to saturate the page with key phrases. This is a method that is unethical and belongs to the BHS.

399. TITLE

One of the most important website tags. Every SEO optimized site should have a Title tag that includes your keywords. The content of the tag appears in the search results.

400. Contextual targeting (CT)

Advertising content that is displayed to internet users. They are adapted to what messages they search for on the Internet, what topics and areas they are interested in. They are a response to the areas around which the behavior of a given internet user focuses on browsing the web. Contextual targeting is the display of ads on sites related to a given topic, for example, you will see ads for pots or seeds on a blog about growing houseplants.

401. TLS

A protocol that is responsible for encrypting data on websites. It is part of the https protocol, it is part of it. This is to prevent changes to the information displayed to the user when the page (for example, a bank) loads (for example, the display of a fake version of a phishing banking page).

402. Tradedoubler

An international affiliate network that enables collaboration with multiple publishers.

403. Trust Rank

It is an indicator that evaluates websites from the perspective of whether they can be trusted. Assesses whether the site is spammy and the links on it take users to valuable sites.

404. Twin Website

A twin page, meaning one that looks identical (or similar) to another website. Twin Website is used for the unethical actions of depositionists who want to lower the ranking of one of the websites by duplicating content.

405. UGC (User Generated Content)

Website content that is created by users, not administrators. These can be, for example, comments.

406. UI – User Interface

Systems that allow interaction between the user and the website / program.

407. Cloaking

Hiding parts of websites from website users. The most common method is to provide Google crawlers with information other than users in order to improve the position of a website in search results. Cloaking is a BHS method, detected by Google robots has serious and negative consequences for the website.

408. URL

A website address. Composed of “www”, a domain name and an extension, such as “en”

409. Usability

The usability of a website means its value for recipients, which includes, among others: appearance, functionality, intuitiveness, user-friendly, user satisfaction with the use of the website.

410. User intent

Otherwise, the user’s intentions. This is used when developing marketing strategies.

411. UX design

User Experience Design Process. It consists in developing the appearance and functionality of websites in such a way that they are as attractive and friendly as possible and intuitive from the perspective of the person visiting the website / using the application. UX design is about creating projects that must then be implemented. Often, when creating a project, tests, psychological knowledge and analytics are used. At the beginning of work, mock-ups are created and then presented in a graphic form before implementation. Often, several projects are created that are tested and the best one is selected.

412. Vanity URL

A URL that contains a company name is most often used for links to websites.

413. Video Ads

Paid advertisements appearing in the form of videos. For example, on YouTube, but also on various websites where it is possible to legally watch movies and videos.

414. Video Search Engine Optimization

SEO optimization of videos, for example those posted on YouTube. The aim of positioning activities related to movies is to promote them and increase their visibility in search results. It is important to add descriptions, use tags and include keywords in them.

415. Voice Search

Websites can also be positioned in terms of voice search, i.e. queries spoken by users aloud (they are converted into text in the search engine).

416. V-SEO

Optimization for video search, e.g. on YouTube

417. Webinar

This is a webinar that can be attended by many people. Webinar is often used during various types of remote training, because it ensures audiovisual contact between the meeting leader and its participants. Another advantage of the webinar is the possibility to register it.

418. Webmaster Guidelines

Google Webmaster Guidelines. They contain information on website optimization and define what spam is on websites. They also show the consequences of non-adhering webmasters. Every positioner should know them.

419. White Hat SEO

A term that refers to SEO tactics that improve search rankings (SERPs) while maintaining the integrity of the site and respecting the terms of service of search engines. These practices are limited by Google. Examples of white SEO include: offering high-quality content and services, facilitating site navigation, ensuring that the site loads quickly, and using ethical SEO techniques. The opposite of White Hat SEO is Black Hat SEO.

420. Widget

In English, it is synonymous with the term gadget, and is an addition to many content management systems (for example, WordPress). It is also known as a control element, control, or control. The widget is the basic graphic element of the user interface, e.g. window, edit box, slider, button etc.

421. Age of the domain

The age of the website is calculated from its first registration. The most important elements determining the age of a domain are: domain registration date, IP number, server characteristics. The age of the domain is taken into account when determining its place among the search results.

422. WordPress

Currently, the most popular CMS, i.e. content management system. WordPress is a combination of a website and an administration panel that allows you to edit the website, supplementing it with content, graphics, subpages. WordPress allows you to independently manage the site set up on the template, and even create it from scratch.

423. The plug

The plug-in’s task is to extend the functionality of a specific program, website or system. It gives the possibility of free selection of the most appropriate functions according to the administrator.

424. Internet search engine

It is a program or website that allows the user to search for information based on keywords or phrases. The main functionality of the search engine is the ability to search for all websites available in a given language and containing the phrase searched by the user.

425. Yahoo

Created in 1994 by two doctoral students of physics at Stanford University, the American website is available in several language versions. Among the services provided by Yahoo! features: chat, internet mail, internet radio, directory and internet search engine, various information sections and a blog.

426. Yandex

Russian, very popular internet search engine.

427. Freezing links

A function designed for positioners, and consisting in the temporary removal of incoming links with the possibility of buying them again. The links are frozen when the principal is insolvent. Although the links are not removed then, they cease to be displayed on partners’ websites and transmit power to the positioned website.

428. SEO facilities

A collection of all links on the Internet that lead to a specific page. There are links posted on blogs, forums, profiles, accounts on social networks, etc. It indicates all link sources, including those over which the positioner has no control. Links leading to the site can be verified through a variety of tools (free and paid).

429. Advertising Reach

Reach is the degree of how the advertisement reaches the addressee. The study of such a scale can be expressed in two ways: a percentage ratio that defines the share of people from the target group who have contact with an advertisement at least once or frequency. It specifies how many times in a given time period the user was exposed to an advertising message.

430. Zebra Page

Type of Doorway Page. Using them to position the page you link to is unethical. This action is against Google’s guidelines. It is a page designed only to be a redirect to another, specific website (landing page).

431. ZMOT

A concept coined by Google and related to the model of making purchasing decisions by consumers. The overriding principle of ZMOT is to speed up the moment of making the initial decision, which took place at the store shelf, and is now being verified by searching for recommendations on the Internet.

432. The bold tag (<b> tag)

HTML element. Allows you to format text by making it bold, which underlines individual phrases. Has visual value.

433. The em tag

HTML element. It allows you to emphasize a specific text phrase by using italics, i.e. italics.

434. The italic tag (<i> tag)

HTML element. This tag, placed in sharp brackets, allows the font to be skewed and draw the recipient’s attention to specific parts of the text. Often used in marking quotes.

435. The strong tag

HTML element. A tag that allows you to bold the font and emphasize the parts of the text that are more important in the author’s opinion.