SEO Guides & Knowledgebase

Looking for a New SEO Agency? Want to better understand SEO terminology? or just here for some free tips? Our SEO guides and terminology explanation will help you understand more about organic search marketing.

Baffled by Technical SEO Jargon? Here’s some straightforward explanations to technical SEO terms.

Whether your a business looking for a new SEO agency, a marketing manager looking to better understand SEO terminology or someone looking for tips, our handy guides and explanations will better help you understand the SEO landscape.

301 Redirects

Everything you ever needed to know about a 301 redirect. A 301 redirect is effectively a server level instruction that tells a web browser that a specific URL/page has moved to a new location.

302 Redirects

Everything you ever needed to know about a 302 redirect. A 302 redirect is effectively a server level instruction that tells a web browser that a page has temporarily moved to another location.

Above the Fold

Above the fold refers to the content that is visible on page load without having to scroll, in other words, the immediately visible content when landing on a new webpage.

Accelerated Mobile Pages (AMP)

The aim of AMP is to make website pages on mobile phones even quicker to load and easier to navigate than they currently are. 

Ad Retargeting

Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other websites.

ALT Tags & Attributes

ALT Tags, what are they and why are they used on websites? Well, in short, an ALT Tag is a HTML tag added to an element such as an image to provide a description of that image/element should it fail to load.

ALT Text

What is ALT text? What is the purpose of it and how can it help you with your SEO efforts? ALT text, or alternate text, is the written description of your visuals that will show up on your reader’s screen should the visual fail to load.


An Affiliate is the marketing partner in an affiliate marketing arrangement. There are two sides in such a relationship: the product creator and seller, and the affiliate (or affiliate marketer).


In computing terms, an algorithm is a computer programme based on a set of rules. The rules are defined to solve problems, and automate the processing of problem-solving tasks.


Analytics is the discovery, interpretation, and communication of meaningful patterns in data; and the process of applying those patterns towards effective decision making.


Backlinks are also known as inbound links and they’re formed when a website connects to another, different website. Backlinks give your website credibility in the eyes of the search engines, boosting your SERP.

Below the Fold

Everything the viewer sees before they have to scroll down is ‘above the fold’, approximately 600 pixels from the top of the page, and everything they view thereafter (once they’ve scrolled) is considered ‘below the fold’. 

Black Hat SEO

Black hat SEO is the practice of SEO that contravenes search engine guidelines and best practice. Its aim is to work the search engine algorithms to your advantage, to get you and your business to the sought after top spot through underhand methods.

Block-Level Analysis

As website pages are normally broken up into blocks of content, search engine algorithms start their analysis of a page from the premise that the blocks, and the links within, have a hierarchy of importance or quality. 


A blog is an online journal or web publication that offers news, advice, analysis, and/or opinion on a given subject. Blog articles or ‘posts’ are listed in reverse chronological order with newest appearing first. 

Bold and Strong Tags

A strong tag semantically emphasises text as important, while a bold tag simply makes text visually look bold.

Bounce Rate

Bounce rate is the number of visitors who visit your site, enter and leave again in quick succession, without venturing onto any other pages. 


Google Cache – What is it and why is it important? Caching or Google Cache is how Googlebot takes snapshots of pages on a website so that they can be served in the event that a page fails to load.


Everything you ever needed to know about keyword cannibalization and the impact it has on SEO. Keyword cannibalization is effectively where 2 or more pages on your website compete for the same keywords.

Click Through Rate

Click Through Rate (CTR) is the number of users who see your (usually pay per click) ad, versus the number of users who actually click on your ad link. CTR is a ratio or a percentage of users who click on the link.

Competitor Analysis

Before you begin your SEO campaign, one of the first things you have to do is analyse the competition. You have to know who you’re up against and where their strengths and weaknesses are, or else how will you know where the gaps are that you can fill?

Conversion Rate

Conversion for digital marketing means everything a user is doing that you want them to do ie following a call to action (CTA).

Crawl Depth & Frequency

Crawl depth is the level to which a search engine is able to crawl your website and index the pages that it finds. If you have a new site, expect Google autobots to visit it anywhere between 4 days to 4 weeks of it going live. 

Dead Link

A dead link is a hyperlink on a website that points to a page that is no longer there. A dead link is also known as a broken link or a 404 error.

Deep Links

Deep links are links that take visitors to a specific page or section of a website that aren’t the landing page or the homepage. Deep links make it easier for users to find what they are looking for, quickly.


Sometimes it can be beneficial to hold back some of your webpages from the search engine’s index, by deindexing them, thereby preventing the search engine spiders from rating them. 


If you want to maximise your online reach, you need to SEO everything you post online. But did you know that demographics plays a huge role in who sees your adverts or your latest blog post?


In today’s SEO world, some directories still hold value. Directories may not provide you with the link juice they once did, but they are still a useful way of driving traffic to your site and building trust with your audience. 


If you have backlinks pointing to your website that you think could harm your ranking in the SERP, you can ask Google to discount those links, when they’re crawling your site, by disavowing them. 

Domain Authority

Domain Authority (DA) a type of search engine ranking score system designed by Moz. Domain Authority is a secret algorithm that predicts how your website is going to rank in the search engine results page (SERP)

Doorway Pages

Doorway pages are just what they say they are – the doorway to the actual website page. Using doorway pages on your website is considered a black hat SEO tactic. 


An ecommerce website is an online portal that allows the online transaction of products and services through the exchange of funds. But in order for your customers to find you, your ecommerce site needs to be optimised.