Glossary

Findability
The ease with which information can be found on a website, both from within the website itself and using a search engine
SEO (Search Engine Optimization)
the process of driving traffic to a website through increased organic search engine results
Structured Data
Structured data is information organized into a standardized format which helps search engines to crawl, organise and display content.
Semantic markup
Markup (HTML) written in a way in which the tags used make sense for the content being presented.
Query
A query or search query is a word or phrase entered into a search engine.
SERP (Search Engine Results Page)
The page displaying results from a search query
Traffic
The number of internet users who visit a particular website or web page
Search Engine
An online service which allows internet users to find web pages by entering search queries
Keywords and Keyphrases
Words and phrases added to online content to help internet users find that content using search engines
Backlink
A one way hyperlink leading to a web page from a external website.
Organic traffic
Web traffic resulting from unpaid sources such as organic (unpaid) search results
Metric
Quantitative data used to measure and track SEO success. e.g. clicks, impressions etc.
Dimension
An attribute of a visitor to a website. e.g. location, page they visited, query they used