Glossary
Short definitions without hiding meaning behind professional jargon.
A website review that connects an issue to a URL, priority and a repeatable acceptance check.
In plain language: In plain language: a website review that connects an issue to a URL, priority and a repeatable acceptance check.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: For example: a blocked page plus a precise way to verify the fix.
Adding a page to a search engine index.
In plain language: In plain language: adding a page to a search engine index.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: A page opens in a browser but is not yet present in search.
Automated discovery of links and pages by a crawler.
In plain language: In plain language: automated discovery of links and pages by a crawler.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: A crawler follows internal links from the home page into a catalogue.
A search-engine program that opens accessible URLs and sends discovered data for processing.
In plain language: It is an automated visitor that follows links and checks which pages the website allows it to read.
Why it matters: If the crawler cannot open an important page, that page cannot enter search regardless of copy quality.
Example: The crawler finds a new service through the menu and adds its URL to the crawl queue.
A file containing crawling rules for search robots.
In plain language: In plain language: a file containing crawling rules for search robots.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: A rule can prevent a utility section from being crawled.
A selected URL list that helps search engines discover pages.
In plain language: In plain language: a selected URL list that helps search engines discover pages.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: The map contains canonical service and article pages.
A signal indicating the preferred version among similar URLs.
In plain language: In plain language: a signal indicating the preferred version among similar URLs.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: A catalogue filter points to the main category URL.
An instruction sending visitors and crawlers from one URL to another.
In plain language: In plain language: an instruction sending visitors and crawlers from one URL to another.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: An old service URL permanently redirects to the new one.
A server response stating that a resource was not found.
In plain language: In plain language: a server response stating that a resource was not found.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: A removed product returns 404 rather than an empty 200 page.
The HTML document title used in tabs and often in search results.
In plain language: In plain language: the HTML document title used in tabs and often in search results.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: Each service has its own specific title.
A concise page description for search engines.
In plain language: In plain language: a concise page description for search engines.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: The description explains the service without copying the heading.
The main visible heading of a page.
In plain language: In plain language: the main visible heading of a page.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: The H1 states what the page offers.
HTML elements that provide search engines with supporting information about a page.
In plain language: They are labels in the page code: visitors usually do not see them, but search engines use them to understand and present the result.
Why it matters: Incorrect or duplicated meta tags make pages harder to distinguish and can weaken the search snippet.
Example: The title names the service and the description explains the offer without repeating the heading.
The content and markup of the page itself.
In plain language: In plain language: the content and markup of the page itself.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: Headings, copy, links, images and structured data.
A link between pages on the same website.
In plain language: In plain language: a link between pages on the same website.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: An article links to a relevant service, and the service links to a case.
A system of internal links connecting related pages across a website.
In plain language: Pages are not left isolated: readers and crawlers can move to the logical next page.
Why it matters: Internal linking helps discovery, supplies context and guides visitors towards the next action.
Example: An article about a free check links to the audit service, and the service links to an evidence-based case.
A URL with the same or nearly the same content as another page.
In plain language: In plain language: a URL with the same or nearly the same content as another page.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: One product is available through several parameterised URLs.
A structured-data vocabulary used to describe page entities.
In plain language: In plain language: a structured-data vocabulary used to describe page entities.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: A page describes an organisation, article or product.
Machine-readable markup that explicitly describes page entities and their properties.
In plain language: It is a fact card for search engines that states whether the page represents an article, product, organisation or another entity.
Why it matters: Correct markup reduces ambiguity and gives search engines data for richer result presentation.
Example: A product page supplies its name, price, availability and brand through Product markup.
A format for adding structured data in a separate block.
In plain language: In plain language: a format for adding structured data in a separate block.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: Article data is supplied in a script block.
Field metrics for loading, responsiveness and visual stability.
In plain language: In plain language: field metrics for loading, responsiveness and visual stability.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: LCP, INP and CLS are measured from real visits.
The time when the largest visible content element appears.
In plain language: In plain language: the time when the largest visible content element appears.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: A large banner should not delay the page's main message.
A measure of unexpected shifts of already visible elements.
In plain language: In plain language: a measure of unexpected shifts of already visible elements.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: A button does not jump down after an image loads.
A lab metric measuring how long the main thread is blocked by long tasks.
In plain language: It shows how long the page is busy with heavy work and cannot respond promptly to user input.
Why it matters: A high TBT helps identify JavaScript and other work that makes the interface feel frozen.
Example: A large script blocks the menu interaction for 600 ms after loading.
A field metric for interface response latency after interaction.
In plain language: In plain language: a field metric for interface response latency after interaction.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: A menu responds quickly even on a slower phone.
Clicks divided by impressions.
In plain language: In plain language: clicks divided by impressions.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: An ad has 1,000 impressions and 40 clicks: its CTR is 4%.
A target user action and the share of visitors who complete it.
In plain language: It is the visit outcome the business needs, such as an enquiry, call, purchase or another agreed action.
Why it matters: Without a defined conversion, website or advertising changes cannot be tied to a measurable outcome.
Example: Eight of 200 visitors submit the form, giving the form a 4% conversion rate.
A set of search queries and user intents.
In plain language: In plain language: a set of search queries and user intents.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: Price queries and how-to queries represent different tasks.
A group of queries with a shared intent.
In plain language: In plain language: a group of queries with a shared intent.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: Related queries are served by one strong landing page.
A validated set of search queries grouped by topic and intent.
In plain language: It is a map of how people phrase their needs in search and which page should answer each query group.
Why it matters: The set helps plan a deliberate structure without random pages or mechanical phrase repetition.
Example: Audit-price queries belong on a commercial page, while audit-scope queries can be answered by an explanatory article.
Grouping search queries that can be answered well by a single page.
In plain language: Phrases with the same job are kept together, while different intents are assigned to different pages.
Why it matters: Clustering prevents unnecessary pages and avoids mixing different user needs on one page.
Example: Queries such as “order an SEO audit” and “SEO audit cost” can lead to one service page.
The task a user wants to complete with a search query.
In plain language: The words alone are not enough: the user may need an answer, comparison, location or purchase.
Why it matters: A page that misses the intent rarely helps the visitor even when it contains the exact query wording.
Example: For “what does an SEO audit include”, the user needs a scope explanation rather than an unexplained order form.
A situation where several pages on one website compete for the same search task.
In plain language: Search engines struggle to choose the primary answer because the website offers several nearly identical pages.
Why it matters: Competing pages can displace one another and split the signals each page has accumulated.
Example: Two “website SEO audit” pages differ only by reordered paragraphs and target the same query.
A page designed for a specific task or offer.
In plain language: In plain language: a page designed for a specific task or offer.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: A dedicated page explains the audit and leads to the brief.
A structured file containing products and attributes.
In plain language: In plain language: a structured file containing products and attributes.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: A feed supplies Market with prices, stock and attributes.
A product characteristic used in filters, comparisons and cards.
In plain language: In plain language: a product characteristic used in filters, comparisons and cards.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: Material, size, colour or power.
A unique stock-keeping unit, usually defined by a specific combination of product attributes.
In plain language: It is a distinct product variant that the seller tracks and sells as its own item.
Why it matters: Correct SKU separation affects stock, pricing, variants and product-card data quality.
Example: The same T-shirt model in sizes S and M represents two separate SKUs.
A product page containing the name, attributes, images, price and purchase conditions.
In plain language: It is the main page where a shopper understands the product and decides whether to buy it.
Why it matters: A complete, consistent product card affects catalogue discovery, trust and conversion.
Example: A footwear card shows the model, size guide, material, images, price and availability.
Enhanced visual content for a product card, including extra blocks, images and explanations.
In plain language: It is a more detailed product presentation below the core attributes when the marketplace supports the format.
Why it matters: Rich Content can explain a complex product visually, but it does not replace accurate core attributes.
Example: A coffee-machine card adds a mode diagram, dimensions and a maintenance sequence.
A comparison of two variants using a controlled audience split.
In plain language: Some users see variant A and others see variant B, then results are compared using a metric chosen in advance.
Why it matters: The test helps separate a real effect from random variation and subjective preference.
Example: Two button labels are compared by form-completion rate under the same conditions.
A pre-agreed testable condition used to accept completed work.
In plain language: In plain language: a pre-agreed testable condition used to accept completed work.
Why it matters: The term helps define the issue, agree the outcome and verify delivery.
Example: After the fix, every selected URL returns the expected status.
