13 Most common terms used in digital marketing

Search Engine Optimization (SEO)

1. What is SEO?

SEO (Search Engine Optimization) is a common term used in digital marketing. Search engine optimization is not as simple as it sounds. SEO has advanced level and it helps your website to rank higher in SERP results. When you rank higher in SERP, more visitors or traffic you drive to your website and when you drive more traffic to your website, you earn more bucks as traffic equals to money.

2. Types of SEO:

There’re two types of SEO:

  • On-page SEO
  • Off-page SEO

On Page SEO: On-page SEO is also known as on site SEO. It includes optimization of web pages to improve the search engine rankings of the website and to improve organic traffic.

Optimizing headlines, publishing relevant and high-quality content, optimizing images (Alt+text), HTML tags, use of right keywords, internal and external linking can make your website’s on-page SEO perfect.

The most vital elements of on-page SEO include:

  • Optimized URL Structures
  • Fast loading pages
  • Mobile-Friendly pages
  • Optimized titles and descriptions
  • User-friendly navigation such as breadcrumbs, user sitemaps, etc.
  • Text Formatting such as use of bold, italics, etc.
  • Properly optimized H1 tag and other headings
  • Image optimization such as proper image names, image size, use of ALT text
  • User-friendly 404 pages
  • Lengthy content (more than 4000 words)
  • High-quality fresh content
  • Optimized internal links
  • External links (no broken links or links to ‘bad’ sites)

Off Page SEO: On the other hand, off-page SEO (off-site SEO) has techniques you can use outside the boundaries of your website or webpage. Off-page SEO involves link-building activities.

3. Alt Text:

Search engine bots such as Google or Bing can not understand what an image is all about. So, it is important to tell search engine bots what an image related to?

An SEO element is used for describing images to search engines. It is known as Alt Text.

4. Anchor Text:

Text that is clickable and links to an another page or website is known as Anchor Text. When you click this text (hypertext) you will direct to an another page or different domain.

5. Internal Linking (Inbound Links):

When you link a word or group of words within your website with another pages of the same website, it is called Internal Linking.

6. External Linking (Outbound Links):

When you link a word or group of words within your website with another pages of other websites, it is called External Linking.

7. Dead Links:

A hyperlink that is broken or directed to a webpage that no longer exists on the internet it is called a “Dead Link”. Dead links can have a negative impact on SEO.

8. URL:

URL stands for Uniform Resource Locator). It is a unique web address on the web or internet. For instance: https://www.highratedgabru.com/ is a URL.

9. Naked Links:

A hyperlink that uses the URL (Uniform Resource Locator) itself as the anchor text. The link is described as a “naked link” because the URL is entirely visible to the readers. For Example: https://www.highratedgabru.com/ is a “naked link” itself.

10. Duplicate Content:

A duplicate content is a copied content which is already available on the internet. It is considered a red signal for the SEO of your website because Google loves unique (original) content and it can result in a search engine penalty.

11. Domain Authority (DA):

Domain authority (DA) is a ranking score developed by MOZ that decides how likely a website is to rank in SERPs. It ranges from 1 to 100. If your website has a higher domain authority, search engine bots will give you first priority in showing results in search engine result pages (SERPs).

12. Page Authority (PA):

Page authority is a ranking score developed by MOZ that tells how likely a specific page will rank on search results. It also ranges from 10 to 100. The more page authority, the more chances an specific page will have to rank higher.

13. Link Building:

Putting your own links to high authoritative websites is known as link building. Link building is the process of getting other websites to link back to your website. All marketers and business owners should be interested in building links to drive referral traffic and increase their site’s authority.

It helps your website to drive more referral traffic, increase domain and page authority.


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