Glossary · plain-English SEO
The words, without
the jargon.
Short definitions for the terms you’ll meet in audits, reports and AI search. Each one links to the checks that relate to it.
Basics
SERP
The search engine results page: the list of links, answers and features shown for a query.
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Basics
Click-through rate
The share of people who see your result and click it. Position 1 averages about 32%.
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Technical
Crawl budget
How many pages a search engine will fetch from your site in a given time.
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Technical
Canonical tag
A tag that tells search engines which URL is the main version of a page.
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Technical
Redirect chain
A URL that redirects to another redirect before reaching the final page.
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Links
Orphan page
A page with no internal links pointing to it.
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Schema
Structured data
Code that describes a page's content (products, FAQs, reviews) so results can show extra details.
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Schema
Rich result
A search result with extras like stars, prices or FAQs, usually earned with structured data.
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Speed
Largest Contentful Paint
How long the biggest visible element takes to load. Under 2.5 seconds is good.
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AI search
Answer engine
A search tool that writes an answer and quotes a few sources instead of listing ten links.
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AI search
Share of voice
How often your pages are quoted or shown compared with competitors for a set of queries.
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Basics
Search intent
What the searcher is trying to do: learn, compare, buy or find a specific site.
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