In today’s digital landscape, online visibility is no longer optional—it is essential. The most effective way to achieve this visibility is through Search Engine Optimization (SEO). However, the SEO ecosystem is filled with technical terminology and constantly evolving concepts, which can be challenging for digital marketing teams, website owners, and content creators.
When working with an SEO consultant or defining a strategy with an SEO specialist, understanding these terms allows you to better evaluate the work being done and the results achieved. In this guide, we explain the most commonly used SEO terms encountered by businesses receiving SEO consultancy services and by those who are new to SEO.
Commonly Used SEO Terms
Below are key SEO terms you are likely to encounter throughout an SEO process. These concepts are critical for both technical optimization and content strategy.
Keyword
Keywords are the foundation of SEO. They refer to the words or phrases users type into search engines. Effective keyword research is essential for reaching the right audience. An SEO consultant identifies which keywords should be prioritized to improve visibility and relevance.
For more details, you can review our Keyword Research Guide.
SERP (Search Engine Results Page)
SERP refers to the page displayed by a search engine after a user submits a query. The primary objective of SEO is to achieve higher rankings on SERPs. Appearing on the first page is especially critical for driving organic traffic.
Organic Traffic
Organic traffic consists of visitors who arrive at a website through unpaid search engine results. This traffic is typically generated through high-quality content and a well-executed SEO strategy. Increasing organic traffic is a core goal for any SEO specialist.
Backlink
A backlink is a link from one website to another. Backlinks from authoritative and relevant websites are considered trust signals by Google. As part of SEO consultancy services, backlink strategies are carefully planned to strengthen a site’s authority.
Meta Title & Meta Description (Meta Tags)
Meta titles and descriptions are the elements displayed in search results. Well-written meta tags that include relevant keywords and encourage clicks play a crucial role in SEO performance.
Alt Text (Alternative Text)
Alt text describes images so search engines can better understand visual content. Proper use of alt attributes improves image SEO and contributes positively to overall page optimization.
Site Speed
Site speed measures how quickly a webpage loads. Slow-loading websites negatively impact user experience and can lead to lower rankings. During technical SEO audits, both mobile and desktop performance are carefully optimized.
Mobile-Friendliness
Google prioritizes mobile-friendly websites in its rankings. Responsive design is therefore essential. Mobile compatibility is one of the primary evaluation points during SEO audits conducted by SEO consultants.
Robots.txt & Sitemap
The robots.txt file controls which pages search engine bots are allowed to crawl, while a sitemap provides a structured overview of a website’s content. Both are fundamental components of technical SEO.
Heading Tags (H1, H2, H3…)
Heading tags define the content hierarchy on a page. A properly structured heading system improves readability for users and helps search engines understand page context more effectively.
On-Page SEO
On-page SEO includes all optimization efforts performed within the website itself. This covers title tags, meta descriptions, URL structure, content quality, keyword usage, and internal linking. An SEO specialist focuses on optimizing these elements to improve on-page compliance.
Off-Page SEO
Off-page SEO focuses on external factors such as backlink acquisition, brand authority, social signals, and referral traffic. Building a strong off-site presence is essential for improving rankings and credibility.
Final Thoughts
SEO is not just a collection of technical tasks—it is a strategic discipline that combines planning, user experience, and an ever-evolving digital language. Understanding commonly used SEO terminology provides a significant advantage when managing SEO projects or working with an SEO consultancy.
Being familiar with these terms enables more efficient collaboration, clearer communication, and more result-driven SEO processes.
