Less jargon.
More clarity.
A plain-English guide to the SEO, website and digital marketing terms that come up most often.
Backlink
A link from another website to yours. Relevant, credible links can support authority and discovery.
Canonical URL
The preferred version of a URL when similar or duplicate versions exist.
CTR
Click-through rate: the percentage of impressions that result in a click.
Core Web Vitals
Google metrics relating to loading performance, responsiveness and visual stability.
Indexing
The process by which a search engine stores eligible pages so they can potentially appear in search.
Internal link
A link from one page of a website to another page on the same site.
Local SEO
Optimisation focused on searches with geographic or local intent.
On-page SEO
Optimisation carried out on the website itself, including content, headings, metadata and internal links.
Off-page SEO
Authority and reputation signals developed outside the website, including backlinks, citations and mentions.
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