Glossary
Most common terms
Citation Flow
What is Citation Flow?
One of two important ‘flow metrics’ that will be read and considered by Google when ranking a website. Citation flow is relatively new to the SEO world. The metric allows you to predict how influential a URL might be purely based on how many sites link to it. Flow metrics are reactive and update daily, meaning they are far more accurate and reliable. A nice way to think about this is if you only had one friend talking about and recommending you, it’s far less likely somebody will believe the reference. However, if multiple friends, colleagues, managers and other sources are all speaking highly of you, the better your ‘citation’ flow would be. It’s all about strength in numbers.
Click Through Rate
What is Click Through Rate?
Is a ratio that is converted into a percentage and is a great indicator of how your chosen keywords are performing, as it calculates both the amount of users who saw the advert and the number of users who clicked onto the site from this advert. These numbers are then put into a formula which gives a percentage, a high CTR is ideal and will often depend on the quality of the Meta-Data.
Conversion and Conversion Rate
What is Conversion and Conversion Rate?
When a user takes a desired action such as booking a consultation then they have converted. A conversion rate is the percentage of users that have converted, for example if a 100 users visit your site and only 10 of the user’s ‘Book a Consultation’ then the conversion rate will be 10%.
CRO
What is CRO?
Conversion Rate Optimisation is the process of increasing the percentage of users who take a desired action on a website. This could be anything from purchasing a product to signing up to a newsletter. CRO is a crucial part of digital marketing as it allows companies to make the most of the traffic they are already receiving.
Cost Per Click
What is Cost Per Click?
While the phrase “The Best Things In Life Are Free” is a nice idea, when it comes to digital marketing nothing is free. When a company decides to set up a PPC Ad which would ideally include a keyword (that is searched frequently), they have to bid on a keyword which comes at a price, this price will then be charged by Google every time a user clicks on this ad, hence the term, Cost Per Click (CPC).
Deep Linking
What is Deep Linking?
As stated before, backlinking is so important, especially when these links have a high quality score and high domain authority as encourages more traffic. Backlinking is even more important when it links to a relevant page, this is what deep linking is, when a backlink is created that links to any page that isn’t the homepage.
Domain Authority
What is Domain Authority?
Domain Authority explained, a 3rd Party metric from Moz, seen by many in the SEO fraternity as the gold standard in determining a site’s perceived authority by Google and other search engines. The score is out of 100 and gets progressively harder the higher up the scale you go. As a rule of thumb a Domain Authority of 40+ is pretty respectful for most businesses with sites 60+ dominated by larger content publishers, charities and public bodies. Factors such as your site’s technical health and size and quality of your backlink profile are crucial in determining your domain authority. Check your site’s Domain Authority here at Open Site Explorer.
Domain Name
What is a Domain Name?
A unique combination of letters, dashes and symbols that make up the name of a website. Once the domain name has been purchased, no one else can purchase the same name, much like a car registration.
Ecommerce
What is Ecommerce?
Is the buying or selling of a product/service online. This type of buying and selling is rapidly becoming more important especially as there are now a lot of trusted retailers who have started to sell a majority of their collection online. Local businesses have also been taking advantage of this new technology and development.
Email Marketing
What is Email Marketing?
The internet has so much data on users, what they have been surfing, what their mum, sister, dad and cat are called but more importantly for marketers the internet has users email addresses. This allows for direct marketing for the 21st century, instead of handing out leaflets to people on the street and pushing them through letterboxes, email marketing allows companies to be marketed to thousands of people who are part of the target demographic with a click of a button.
H1 Tag
What is an H1 Tag?
Is short for ‘Heading Tag No.1’ and is the most important heading tag. All web pages are structured with a hierarchy, making life far easier and quicker for search engines to understand and return better results within their results pages. When thinking about SEO the H1 tag should be used effectively to communicate and emphasise exactly what a page is about. By making your H1 super relevant to the landing page in question, you are telling search engines that this piece of text, or heading is super important and should be read and considered first. Although H1 tags are important for SEO it also needs to be easy for users to find, so it would be useful if the tag was made to stand out through bold, italics and so on.
H2 Tag
What is an H2 Tag?
Is short for ‘Heading Tag No. 2’ it is a subheading. H1 and H2 tags can be seen as being on a hierarchy of importance, with H1 tags being more important, however H2 tags should reinforce the points made with H1. For example:
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Header tags are a key component to SEO; help improve your rankings within search engines. Check your pages now and see if you’re using your H1, H2 correctly!