Glossary

A 301 redirect is a permanent redirection from one URL to another URL.  Commonly used when you have a good Google Ranking URL  (or web page), but you want to point to a new URL. Or you have removed a URL. If you remove a URL with out putting a 301 redirect in place the visitor will get a "404 Error" message. 

auDA certifies Domain registrars to able to supply and register Domain Name licensing and Domain Hosting on going for a fee. Ensure you use a well known registrar and you can check you are using an auDA Accredited Registrar using the auDA register

Piece of third party software (Browser Extension, Plug-In) that gives the Web Browser additional capability and functionality. An example of a Browser Add-On is Evernote Web Clipper available for Chrome Firefox and Safari Browser https://evernote.com/features/webclipper

Characters and words that are clickable using hyperlink (link) to a location on the web or web document. For Usability the text is often bolded or blue underlined and colours can be controlled by CSS

Application Programming Interface in application programming to allow two applications to talk to each other. An example of an API is Youtube API which allows your website to play video

Apple is an American multinational technology company and developed the Safari Browser for viewing and navigating Web Sites

au Domain Administration (auDA) is the Australian organisation responsible for the administration and rules for Top Level Domain (TLD) names with the extension .au .

Business to Business. A businesses that sell products and services to other businesses online using eCommerce. See B2C

Business to Consumer. A businesses that sell products and services to consumers online using eCommerce. See B2B, Omni-Channel

A server, application, and database processing data of a functions for the Web Site. Visitors do not see the Back End but they view the results as information displayed on the Front End

Known as inbound links (hyperlinks) from another website to a URL (page) on your website. It is a form of citation where another external web page references one of your web pages. A websites' Page Ranking can be improved if quality web sites back link to your website. If a website or web page has links directing back to it on a certain topic, search engines will see it as a trusted resource making the page or website display higher in niche related searches.

Type of Backlinks

• Branded Backlinks  Big Pest Control / BigPestControl
• Naked Backlinks   bigpestcontrol.com.au / www.bigpestcontrol.com.au
• Direct Backlinks   Pest Control Brisbane / Pest Control Company Brisbane
• Partial Backlinks Best Pest Control Brisbane / Click here for Brisbane Pest Control
• Generic Backlinks  Click here / Learn more / Find out how

Often expressed in speed as Megabytes or Gigabytes per second. This is amount of data your Web Site can transfer to your users in a defined period of time. Speed is important for visitor Usability

Web search engine owned and operated by Microsoft

Search engine optimisation or techniques and practices that are follow Google’s quality guidelines. The opposite is "White Hat SEO". In the past Black Hat SEO methods were often paid services - like buying thousands of links that point to your website.

A Web Blog are content posts that are regularly updated or added to ( in order newest first) for a business to create informative discussions and attract engagement of visitors. Google ranking favours regular blogging of good informative and high visitor engagement.

Website visitor that leaves a Web Page (single page) without interacting with the site. Does not click on any links or view a second page. A high bounce rate indicates the poor visitor User Experience (UX)

The overall concept to visitors that they form in relation to business. Brand is intangible and should not be confused with you Brand Identity. Your Business name, Brand identity, products, services and unique selling proposition (UPS) that and distinguishes your business from others combined are your Brand.

The unique look and feel of that identifies your business, includes your logo, how it is used, fonts and font style, colours and colour combinations and communication tone. This is part of what builds your Brand

Breadcrumbs are a secondary navigation scheme by simplifying (short visual text at the top of the page indicating where the visitor is on the site) moving between pages showing the users the hierarchy and location of related pages on the site. Well set up Breadcrumbs can improve Usability and retain engagement with the visitor as they navigate deep in your site and improve Conversion Rates.

Business with an address and physical presence or store front. Business may also be B2B or B2C and web based to have a multichannel approach to operating. See Omni-Channel

Internet Browser is the graphical software application that allows a user view and Navigate Web Pages on a device. (desktop and mobile) i.e. Chrome Firefox Chrome, Edge, Safari, and Internet Explorer

Piece of third party software (Browser Extension, Plug-In) that gives the Web Browser additional capability and functionality. An example of a Browser Add-On is Evernote Web Clipper available for Chrome Firefox and Safari browser https://evernote.com/features/webclipper

Bug is a error where your Web Site, Web Application or API are not working correctly of cause an error in operation or display

Creating a free Google Business Profile lists your business on Google helping drive local customer engagement from Google Maps and Search. If you already have a Business Profile your NAP must be correct to build trust between all your profiles

Call to action (CTA) to encourage engagement from a visitor to complete a purchase transaction on your eCommerce website

To improve website speed, web pages are stored locally for a period of time saving download time.

Temporary storage of web documents saved by search engines

(CTA) The engagement you want from your audience. Whether it is “sign up” or “buy now” having both you and us understanding what the correct CTA will help you get your website results. Often a Pop-up is used to capture the visitors attention and request an action

Canonical URLs are friendlier for visitors to read (using-words-and-dashes-in-web-addresses) and also improve Search Engines consolidating information on individual URLs

Cascading Style Sheets (CSS) Enables the use of rules to specify groups of styles for your website including visual effect, colours, fonts and animations. Multiple Cascading Style Sheets can be used as a library (CSS Framework)

CDN Content Delivery Network is a group of servers in charge of web and video content globally. Servers store data Caching content close to the visitors physical location

Cross-platform web browser developed by Google

Citation is program to increase your website trust and ranking. There are many business directories and data aggregators that can list business Name, Address and Phone number (NAP)

Used as a KPI and indicator and measure of success for and EDM. Low Click Through Rate (CTR) provide you with early warnings to poor content requiring improvement or Call to Action is not enticing enough

Content Management System (CMS) is the application software used to build, manage and modify the website. The are many CMS platforms available

CMYK (Cyan, Magenta, Yellow and Black) are the colours used to mix for digital printing. See RGB and DPI

Code is what the Content Management System (CMS) produces when building , managing or modifying your website. You can view code (Source Code) by selecting "view page source" when you right click your mouse on a website

Informative and well written text on your Webpages (products and services), Blog, podcasts and Brochureware. The content defines the purpose and goal of your website targeting your audience (customer persona) and competing in your niche (Keywords and Keyword difficulty)

Informative and well written content using the correct structure and Keywords often written professionally by a copywriter. Content needs to fit within your Brand and Brand Identity

CDN Content Delivery Network is a group of servers in charge of web and video content globally. Servers store data Caching content close to the visitors physical location

Content Management System (CMS) is the application software used to build, manage and modify the website. The are many CMS platforms available

Calculation of Conversion Rate shown as a percentage is the total number of visitors that complete your desired action, (Convert) divided by the number of visitors to your site. The higher the better. Conversion Rate may be tracking number of purchases from each visit.

Conversion Rate Optimisation (CRO) Improve your website usability to increase the number of conversions or leads completed.

The engagement and desired action (Call to action) that you want from your audience. Whether it is “sign up” ,“buy now” or complete a form and add to your conversation rate

Small pieces of data (text files) that websites send to your browser that monitor and contain information about visitors

Writes digital content (Keywords, SEO) for landing pages, product pages and blog posts

Core Web Vitals or Web Vitals is an initiative by Google to provide unified guidance for quality signals that are essential to delivering a great user experience on the web. Made up of these three measurements: Largest Contentful Paint, Total Blocking Time and Cumulative Layout Shift

Crawling the web refers to method that search engines or bots discover your web pages. Crawling the web or you website is carried out by spider or spiderbot and often also called a crawler.

Cascading Style Sheets (CSS) Enables the use of rules to specify groups of styles for your website including visual effect, colours, fonts and animations. Multiple Cascading Style Sheets can be used as a library (CSS Framework)

CSS Frame Work comprises several Cascading Style Sheet to create as a library of style sheets that can be used to simplify development.

Call to action. The engagement from your audience. Whether it is “sign up” or “buy now” having both you and us understanding what the correct CTA will help you get your website results. Often a Pop-up is used to capture the visitors attention and request an action

Cumulative Layout Shift (CLS): One of the three core measurements for Google Core Web Vitals. It detects homepage content shifts by combining shifts of all elements upon loading

Identifying the keys traits of your desired audience will build your customer persona. This will need to be clearly established as it will influence how content should be written. Also sometimes called a buyer persona, having a Customer Persona is a tool that help your brand understand your customer on a deeper level. By understanding who your customer is, you can create products and services that they will genuinely love. Personas are particularly useful for marketing because they help to create more relevant and personalised content. This leads to better relationships and User Experience with existing customers and attracts leads that are more likely to convert.

Refers to a page or group of pages being removed from a search engines index like Google or Bing.

Once your website is created or changes are complete a date is selected for a go live date. This requires different scenarios depending on whether the site is new, modified or moving. Clear understanding on DNS, DNS records Domain hosting and Domain Administration login. NOTE is important to have a clear understanding on current Email hosting and management

Developer is a specialist in Content Management Systems and coding to create and develop websites

Domain Name System (DNS) is the phonebook of the Internet managing and mapping domain requests as text to IP numbers. (IP Address)

To have a professional presence on the internet you need a unique domain name. To check if the domain name you wish to have check availability auDA Your domain name will need to be purchased from an Accredited Domain Name Registrar and renewed on a regular basis.

Domain authority is a ranking metric developed by MOZ.  It was developed this metric way back in 2004 to predict how likely a website will rank in search engine page results (or SERPS).  Score values are from 0 to 100, which 100 being the top score. 

To operate and display a website you will need to rent or buy space on a web server to store your files. (Web Hosting). The online service then allows you to publish your website files on the internet. Hosting fees are payable ongoing.

To have a professional presence on the internet you need a unique domain name. To check if the Domain Name you wish to have check availability using auDA Your domain name will need to be purchased from a Accredited Domain Name Registrar and renewed on a regular basis.

auDA certifies Domain registrars to able to supply and register Domain Name licensing and Domain Hosting on going for a fee.

Domain Name System (DNS) is the phonebook of the Internet managing and mapping domain requests as text to IP numbers. (IP Address)

Domain Rating (aka DR) is an Ahrefs metric that shows the relative strength of a website’s backlink profile. According to Ahrefs "Domain Rating (or DR) is one of the most prominent metrics in Ahrefs. You can spot it in nearly every tool and report within our platform."

Dots per inch. Used mainly for printing. The higher the DPI the better the quality. See CMYK

A free file hosting service to store and share files securely. Often used in place of FTP

Website that allows visitors to complete a transaction process to buy and sell products or services online. Often encouraged using Call to action engagement

Edge, Cross-platform web browser developed by Microsoft

Electronic Direct Mail (EDM) - Mass Email sends or blasts targeting large groups of potential customers. See Opt in

Elements are images, buttons, text, paragraphs, tables links and forms on a web page.

Website hosting services can also offer to be your email host. You are then able to use your domain name in your email address and have incoming and outgoing emails managed by a dedicated mail server.

Emails send to a database to engage. Common types of email marketing include newsletters, promotions, and client acquisition or retention. See EDM

To integrate external content (images, videos) instead of linking into your webpage

Facebook is a Social Media photo, story and video sharing social platform owned by Meta. Facebook Ads

Social Media Facebook ads are pay-per-click ads targeted to users based on their location, demographic, and profile information.

Small 16 x 16 pixel URL icon often used as a visual brand reminder of the website you are on. Displayed on the address bar of your web browser and bookmarks.

At the top of Google's search engine results, you'll often see organic answer boxes when you search for particular items or terms online. Featured snippets are awarded to webpages that are well structured and give an answer to questions on the search results page within the search engine. In other words without the user having to click through to a specific result from the search engine to the linked website.

Firefox, is a free and OSS web browser developed by Mozilla

Width of the entire page is set to a specific numerical value. See Fluid Width and Responsive

Visual software that to use in the planning phase to show navigation, website architecture and content relationships

Fluid website layout, also referred to as a liquid layout and the page is based on percentages. Used for Responsive Web Design

The area of interest and emphasis you want direct a visitor to notice, read of click. See CTA

Or Typography are the type, style, weight, and family used for your web. Often especially designed Web Fonts or Google fonts are used to display text of fonts not installed on the user's device. You can minify and embed fonts to save bandwidth.  Try a SVG compressor like Vecta Io

Set of fonts that have a common design. The Arial font family is available on most devices and often considered a safe web font.

Visitors see and view information processed by the Back End that visually displayed to be easy to view and navigate. The Front End development needs to create a good User Experience and have a high Usability

File Transfer Protocol. (FTP) protocol used for the transfer data from a server to a client computer. Easier and more secure Dropbox and Google drive can be used.

Graphics Interchange Format (GIF) Are image file supporting static and animated images. Images should be Optimised for Web

1 billion bytes. Understanding data size is important for Band Width and Usability

Once your website is created or changes are complete a date is selected for a deployment date. This requires different scenarios depending on whether the site is new, modified or moving. Clear understanding on DNS, DNS records Domain hosting and Domain Administration login. NOTE is important to have a clear understanding on current Email hosting and management

Google is an automated program the uses software (web crawlers) exploring the web looking for pages that are new or updated. Google stores these page addresses (or page URLs) in a big list to look at later

Google's pay-per-click advertising platform to reach targeted markets through their search engine and partner sites

Google’s algorithm is constantly changing and evolving to provide the best user experience possible. That means that if you want your website to rank high, you need to keep up with the latest changes and make sure your site is compliant

Google Analytics is a free web analytics tool offered by Google to help you analyse your website traffic and track your digital marketing effectiveness. There are tools like SEMRUSH to help you understand and use effectively the tool.

Google My Business pages are free listings available to local businesses. Your business can achieve high visibility in a local or brand search on your business. A free GMB Profile lets you manage how your business appears on Google Search and Maps.  We've helped many business ensure their Google Business Profile is working for their business.  If you need help with your GBP you can ask for a review here.

Core Web Vitals or Web Vitals is an initiative by Google to provide unified guidance for quality signals that are essential to delivering a great user experience on the web. Made up of these three measurements: Largest Contentful Paint, Total Blocking Time and Cumulative Layout Shift

A free file hosting service to store and share files securely. Often used in place of FTP

Google's automated systems determine whether a page would make a featured snippet to highlight for a specific search request. The review snippets appear in rich results (Google Knowledge Panels) Featured snippets come from web search listings.

Google's automated systems determine whether a page would make a featured snippet to highlight for a specific search request. The review snippets appear in rich results (Google Knowledge Panels) Featured snippets come from web search listings.

How you show on Google Map results. Having your correct NAP profile (Name Address Phone) on all your profiles will improve your Google Local SEO results and ranking. See Citation to improve your NAP ranking

Creating a free Google Business Profile lists your business on Google helping drive local customer engagement from Google Maps and Search. If you already have a Business Profile your NAP must be correct to build trust between all your profiles

Page titles are the url display listing on the display bar. Ensure the keyword, page content and tag title accurately describe your page. Depth and richness of content is extremely important as Google weights titles high on their algorithm.

Product and services need depth of content and to cover the 6 key area that Google look for. 1.) Demonstrate expert knowledge of your product and services 2.) Measurable results to assess your product and services 3.) Content on the pros and cons of a product or services 4.) Outlining steps to consider for a consumer to decide on your product or services 5.) Evidence of consumers using your product or services 6.) Link to other suppliers and purchase options

Your website page (SERP) is displayed to visitors based in order of the websites with the best Google score when combining all ranking factors. (review Google Algorithm and Search) Learn more with Organic Results and pay-per-click (Google AdWords)

Graphical User Interface (GUI) Allows users to interact with using interactive visual components (graphical icons) to improve the User Experience and website Navigation

Graphical User Interface (GUI) Allows users to interact with using interactive visual components (graphical icons) to improve the User Experience and website Navigation

To operate and display a website you will need to rent or buy space on a web server to store your files. (Domain Hosting). The online service then allows you to publish your website files on the internet. Hosting fees are payable ongoing.

Hypertext Markup Language is a computer mark up language used to create and structure web pages (documents) and online applications. w3schools is a good starting point to learn or to improve your HTML try HTML Tidy or HTML Generator

(Hypertext Markup Language) HTML tags are special words wrapped in angle brackets (< >) which defines that how web browser will format and display the content. Example W3 Schools (for learning HTML)

Hypertext Transfer Protocol. HTTP is a set of rules for transferring hypertext requests between a web browser and a web server. An SSL certificate is required to be HTTPS compliant

Hypertext Transfer Protocol over SSL (Secure Socket Layer) or, alternately, Hypertext Transfer Protocol Secure. Set of rules for transferring hypertext requests between a web browser and a web server. Secure Encrypted connection and shows your site is secured by an SSL certificate

Link is a word button or image that points to another location of the document (web page) or to another document (web page) altogether

Hypertext is text or a phrase which contains links to other text. Also see Hyperlink

Unique style rules applied to an element

Instagram is a Social Media photo and video sharing social networking service owned by Facebook / Meta - Instagram Ads

Instagram CTA ads appear throughout the app to promote and target potential visitors

Internet Explorer is a discontinued web browsers developed by Microsoft

Internet Protocol. Unique address (Unique Number) that identifies all connected devices and for DNS

Java is a widely used web development programming language often user in a Web Server environment

Common image file. All image files should be Optimised for Web

Phrases and words a visitor use to type into search engines. These keywords should be in your website content Page Titles and meta tags

Keyword Difficulty gives you an accurate measure of how difficult it will be to rank in Google's organic search results for a specific term. Using tools to understand your Keywords Difficulty using a variety of factors, including domain authority, page authority, and content quality we can select the best keywords to target for your website, AdWords or blog. Understanding Keyword Difficulty, you'll always know which keywords are worth targeting and which ones are out of your reach.

Keyword research is a valuable tool can tell you what words your customers are actively searching for, the competitiveness of those keywords, and help guide your content marketing plan to increase organic search visibility, rankings, and traffic. Keywords improve your Google rank.

Key Performance Indicator (KPI) Need to be a measurable value over a specific period of time. Having and understanding KPIs can and impact your overall website business performance and success. KPI's are often used in Google Analytics to measure ROI.

Standalone web page that is created for a visitor to "land" on after clicking an advert.

Largest Contentful Paint (LCP): One of the three core measurements for Google Core Web Vitals. LCP is the time it takes for a browser to load the largest block of content on your homepage.

Hyperlink is a word button or image that points to another location of the document (web page) or to another document (web page) altogether

LinkedIn is a Social Media platform aimed at business and employment oriented online operated by LinkedIn. LinkedIn Ads

Paid advertisements with CTA can be promoted and shared on LinkedIn to target a profile a unique audience

Websites created only for the sole purpose of boosting link popularity of a site by increasing the number of incoming links for the purpose of improving SEO ranking

Operating system that is Open Source Software

The widths of page elements are set by percentages of the width of the device screen.

A Logo is a unique easily identifiable symbol (can be or include image and text) and is vital to build your Brand Identity. A strong logo that represents what you business does and needs to also be suitable for print, web and social platforms

Browsers use markup language to identify what the element is and control the display. (for example, headings, paragraph, emphasised text and tables)

1 million bytes. Understanding data size is important for Band Width and Usability

Hidden HTML data on each page used to directly communicate and clarify website information critical for Search Engine Optimisation (SEO). Data that describes other data

Snippets of text that describe a page's content for search engines and those viewing your site. In short it makes searching easier

Microsoft American multinational technology corporation and developed Internet Explorer (discontinued) and the Edge Browser

A piece of software to facilitate the communication and management of data (Database access). Normally required to overcome a system or software limitation of a CMS

Mozilla, Coordinates global community of open-source developers and developed the Firefox Browser

Having a consistent and correct NAP (Name Address Phone Number) profile will make sure your business is found by customers searching for you. It is your digital business card. As you build and optimise your NAP profile, Google and other search engines cross referencing your NAP across business directories, social profiles, your website and more builds trust of your business and ranks you higher organically in local search results. You can also build on your site trust by citation

Having a consistent and correct NAP (Name Address Phone Number) profile will make sure your business is found by customers searching for you. It is your digital business card. As you build and optimise your NAP profile, Google and other search engines cross referencing your NAP across business directories, social profiles, your website and more builds trust of your business and ranks you higher organically in local search results. You can also build on your site trust by citation

Allowing visitors to click and find content view easily from one page to another. Good navigation improves the customer experience (UX)

Web Page that is inside another Web Page from a completely different domain

Net Promoter Score (NPS) Customer loyalty metric used to measure the number of satisfied customers and indicate how customers view your company. This is used to improve the User Experience

Net Promoter Score (NPS) Customer loyalty metric used to measure the number of satisfied customers and indicate how customers view your company. This is used to improve the User Experience

Multichannel approach for purchasing online, (Desktop or mobile), by phone, or bricks and mortar location. B2B and or B2C

An Online Form or Web Form is an interactive Web Page that lets visitors enter information. i.e. Subscribe for newsletter of request information. If your form is complex you may require a Web Application

Used as a KPI and indicator and measure of success for and EDM. Low open rate provide you with early warnings to poor content requiring improvement or frequency is too high and should be reduced

Open Source Software (OSS) refers to source code that is made available for use or modification as users or developers see fit. (Example Linux)

Photography, Videos and Images (GIF JPEG PNG) need to be acceptable quality combined with minimum file size for speed to meet Google and visitor needs.  To reduce your file size try Tiny Png 

Visitors must consent to receive promotional EDM's from you (Opt-in) email.

The search engine results page (SERP) displayed by a search engine. The results cannot be influenced by paid advertising. (unpaid results)

The search engine results page (SERP) displayed by a search engine. The results cannot be influenced by paid advertising. (unpaid results)

Open Source Software (OSS) refers to source code that is made available for use or modification as users or developers see fit. (Example Linux)

Page Titles are the url display listing on the display bar. Ensure the keyword, page content and tag title accurately describe your page. Depth and richness of content is extremely important as Google weights titles high on their algorithm.

When a page of your website is loaded by the browser and can be counted and tracked by Google analytics or similar software

Paid Advertising. You set a daily amount and pay a fee for each time one of your ads are clicked. Pay-Per-Click (PPC) i.e. Google AdWords

Pay per click (PPC) You set a daily amount and pay a fee for each time one of your ads are clicked. I.e. Google AdWords Facebook Ads

Portable Document Format (PDF) Displays like a printed document and can be easily viewed, printed, and electronically transmitted. PDF as also a preferred option for document downloading from Websites

URL that is intended to remain unchanged for many years

Web Platform is a website builder of Content Management System that your website is based on or built on

Piece of third party software (Browser Extension, Plug-In) that gives the Web Browser additional capability and functionality. An example of a Browser Add-On is Evernote Web Clipper available for Chrome Firefox and Safari Browsers https://evernote.com/features/webclipper

Image file extension. Images should be Optimised for Web.  An easy option to use is tiny png 

Pop-up is a window that displays over the website you are viewing. Often the Pop-up prompts a Call to Action

Pay per click (PPC) You set a daily amount and pay a fee for each time one of your ads are clicked. I.e. Google AdWords Facebook Ads

Product and services need depth of content and to cover the 6 key area that Google look for. 1.) Demonstrate expert knowledge of your product and services 2.) Measurable results to assess your product and services 3.) Content on the pros and cons of a product or services 4.) Outlining steps to consider for a consumer to decide on your product or services 5.) Evidence of consumers using your product or services 6.) Link to other suppliers and purchase options

Your website page (SERP) is displayed to visitors based in order of the websites with the best Google score when combining all ranking factors. (review Google Algorithm and Search) Learn more with Organic Results and pay-per-click (Google AdWords)

Standard screen resolution for the web is 72 pixels per inch (PPI) Images (GIF, PNG, JPEG) should be optimised for web use

Creating web pages that look and display correctly all devices and automatically adjust for different screen sizes. Fluid Layout

Creating web pages that look and display correctly all devices and automatically adjust for different screen sizes. Fluid Layout

RGB (red, green, and blue) primary colours are using to reproduce the colours of the spectrum. The colour may look different to CMYK which are using for printing

Return on Investment. Measure using timeframe Quantitative analysis

Software as a Service (SaaS) instead of a one-off purchase, licensing of software to clients with an ongoing monthly (or yearly) fee

Safari, Cross-platform web browser developed by Apple

Vocabulary of tags added to your framework to improve the way search engines interprets and displays in your site in a search engine results page (SERP)

Software program designed to help people search and find information on the web using keywords and phrases. (Google is a search engine)

Search Engine Results Pages (SERP) are a list of webpages that display after a visitor enters a query or phrase in a search engine. I.e. Google, Bing

SEO helps your customers find your business and website. When people search for products or services related to your business in Google, Bing, and other search engines, it helps you improve your site visibility, rank higher in search engine results pages, and drive more traffic to your business.

Search Engine Results Pages (SERP) are a list of webpages that display after you enter a query or phrase in a search engine. I.e. Google, BING

SERP Volatility refers to how much the search engine results pages (SERPs) on Google change over time.

SERP Volatility measures fluctuations in rankings. This may indicate that Google is updating its algorithm. It can also mean that websites are shifting in response to new content or SEO strategies.

When SERP volatility is high, this shows search rankings are unstable and shifting frequently. Low volatility indicates that rankings are relatively steady. High volatility can happen during algorithm updates or when there’s increased competition in a specific keyword space.

Monitoring SERP volatility helps website owners understand how competitive or fluctuating their rankings are.

Using in planning phase. (Flowmap) Navigation, website architecture and content relationships

For website visitors to be able read. The HTML sitemaps lists every page on the website

Sitemap file containing your web page URLS to ensure Google can find and crawl (Web Crawler) the ones you wish them too.

Google's automated systems determine whether a page would make a featured snippet to highlight for a specific search request. The review snippets appear in rich results (Google Knowledge Panels) Featured snippets come from web search listings.

Social Platforms are internet based networking sites like Facebook, Instagram, Twitter, YouTube TicTok and LinkedIn. Social platforms can be included in your website using API.

Software as a Service (SaaS) instead of a one-off purchase, licensing of software to clients with an ongoing monthly (or yearly) fee

Source Code is a group of instructions (Code) created by the Content Management System (CMS) or developer to run your website

Secure Sockets Layer (SSL) Standard security technology to provide privacy by establishing an encrypted connection between the web server and the visitor. SSL Certificate required of secure HTTPS compliance

Enable websites to move from HTTP to HTTPS. Small data file used to establish an encrypted link that authenticates a website's identity and enables an encrypted connection across the internet when communicating between a webserver and browser

Small piece of code on each webpage to track be measured and analysed. Required for Google Analytics

Designer predesigned layouts that allow you to drag and drop content onto a Web Page.

TicTok is a Social Media short-form user videos sharing social networking platform operated by ByteDance

Top Level Domain (TLD) The last portion of the domain name i.e. .com.au

Top Level Domain (TLD) The last portion of the domain name i.e. .com.au

Total Blocking Time (TBT): One of the three core measurements for Google Core Web Vitals. TBT shows the time your homepage is unavailable for data input

The origin through which visitors found your website. Type of web traffic sources are direct, organic, paid, referral EDM, and social media

Twitter is a Social Media microblogging and social networking platform operated by Twitter

The search engine results page (SERP) displayed by a search engine. The results cannot be influenced by paid advertising. (Organic results)

Your EDM program must allow for your contact to unsubscribe from your future EDMs. When your client unsubscribes you can confirm if error and they can Opt in again.

Used as a KPI and indicator and measure of success for and EDM. High Unsubscribe rates provide you with early warnings to poor content requiring improvement or frequency is too high and should be reduced

Unique selling Proposition. It is what makes your business unique and builds on your brand and brand identity

A URL (Uniform Resource Locator) an address of a given unique resource on the Web. To brand the web address in the address bar you can include a Favicon

User-friendliness of a website. How your easy to use interacts and navigate your website. Includes perception, ease of use and speed. UX and User Flow. Tracking of Conversion Rates is a KPI for measuring improvements for Usability and User Experience

User Experience (UX) is how your user interacts and experiences your website. Includes perception, ease of use and speed. User Flow is important to track understand and improve. Tracking of Conversion Rates is a KPI for measuring improved User Experience and CTA.

The path and methods a visitor will need to follow using an application to complete a task. Used to improve UX, user experience and Conversion Rate

User Experience is how your user interacts and experiences your website. Includes perception, ease of use and speed. User Flow is important to track understand and improve. Tracking of Conversion Rates is a KPI for measuring improved User Experience and CTA.

Photography, Videos and Images used and Optimised for Web. Important to ensure all assets are on Brand

Computer program stored remotely to perform a function online and delivered over the Internet via the browser interface. i.e. Online Form

Computer program stored remotely to perform a function online and delivered over the Internet via the browser interface. i.e. Online Form

An internet browser is the graphical software application that allows a user view web pages on a device. (desktop and mobile) i.e. Chrome

Software bot operated by search engines indexes and stores page addresses (or page URLs) in a big list to look at later. i.e. Google, Bing

An Online Form or Web Form is an interactive Web Page that lets visitors enter information. i.e. Subscribe for newsletter of request information. If your form is complex you may require a Web Application

To operate and display a website you will need to rent or buy space on a web server to store your files. (Domain Hosting). The online service then allows you to publish your website files on the internet. Hosting fees are payable ongoing.

Web page is a single document with a unique URL. A website is a web page collection of web pages

Web server is a computer that runs websites. When you visit Web Site you are viewing a Web Site hosted on a Web Server

One or more related web pages located under a single domain. TLD

Accredited Domain Name Registrar authorised to supply domain name licensing and hosting

The origin through which visitors found your website. Type of web traffic sources are direct, organic (SEO), paid, referral EDM, and social media

For a new website creating a map or blueprint of the key features, functions, navigation and User Experience required.

Free website builder and blog. See Open Source software.

What You See Is What You Get (WYSIWYG) A program that allows content to be edited and you are view immediately your changes displayed and when printed. Most Content Management Systems are WYSIWYG editors

Sitemap XML file containing your web page URLs to ensure Google can find and crawl the ones you wish them too.

YouTube by Google allows online video sharing at no cost. Good on topic videos are beneficial for visitor engagement