10 SEO Terms Everyone Should Know

  • James Notaris

    CPA, ESQ, Legal Editor

  • Tyler Dikun

    Executive Editor

You can have the best content in the world on the greatest site, but what’s the point if no one sees it? This is where Search Engine Optimization (SEO) comes into play. SEO is the process of improving the quantity and quality of traffic to your site from search engines. Unlike paid traffic, SEO traffic, known as organic traffic, is completely free. Maximizing SEO in an effort to boost organic traffic to your site comes down to utilizing best practices in order to rank high on search engines – ideally page one. Read on about the 10 SEO terms every entrepreneur should know in order to maximize SEO.

10 SEO Terms To Know:


A word or phrase that users enter into a search engine. Keywords can be both short-tail (one or two words) or long-tail (multiple words). The proper keywords can make all the difference when looking to increase traffic to your landing pages and articles. It’s important to conduct keyword research to find keywords that have a sizable amount of traffic but are not too difficult to rank for. SEO tools like Ubersuggest and Ahrefs provide keyword analysis on millions of keywords for your benefit. 

Keyword Density:

Picking strong keywords is only half the battle when it comes to maximizing SEO. Even though you may have some solid keywords with low competition and high traffic, it is not enough to include them in your content one or two times. It’s important to hit a keyword density of around 2 percent when creating your content. Keyword density, refers to the number of times your keyword appears in your content relative to the number of words total. If you’re writing a 1,000 word article, it’s best practice to include your keyword around 15 to 20 times throughout.

Meta Description:

The meta description is an HTML attribute that provides a brief (one to two sentence) summary of the web page. Nearly every search engine displays the meta description directly under the web site link. Meta descriptions should inform the reader as to what the web page is about and why they should click on it. Meta descriptions should include your primary keyword, utilize a call-to-action, and be no more than 155 characters long. SEO plugins like Yoast analyze the strength of meta descriptions before content creators even click publish. 

Domain Authority:

The domain authority of a website quantifies its relevance and mastery over the subject material it writes about. Domain authority is rated on a scale from 1 to 100 where 1 is terrible and 100 is a perfect score. A domain authority between 40 and 50 is considered average. Having a higher domain authority typically means your site will rank higher than a site with a low domain authority. The best way to increase domain authority is through linking outreach. When a large amount of quality sites link to your content, your content is viewed as having a high authority and relevance on that subject matter.

Inbound link:

An inbound link or backlink is a link that points from another site to your site. Inbound links are a pivotal part of boosting your SEO. When Google scrolls through your website, it is using a wide range of factors to rank it. Inbound links are one of the best ways to prove to Google that your website is authoritative and well-respected – a site that users would benefit from seeing. The more inbound links your site has, the more authoritative it appears to Google. As a result, Google is more likely to rank your site higher than if you did not have any inbound links. Inbound links from quality websites with high domain authorities are a guaranteed way to move up the ranks.

Canonical URL:

When sites begin to grow in size and their content increases to hundreds of articles, they may begin to use the same or similar keywords. As a result, Google may find it difficult to determine which article it should send traffic too. To circumvent this issue, it is important to use a preferred or canonical url. In your Search Console homepage, designate one of your urls as the canonical url. This tells Google to direct traffic to this article over any similar pages. Pick the url with the higher domain authority when determining which url should be chosen.

Black Hat SEO:

There are some SEO practices that can actually hurt your Domain Authority and cause your site ranking to plummet. Black Hat SEO refers to methods of boosting SEO that are unethical. Paying for links, plagiarizing existing content, buying social media followers, and stuffing your content with keywords beyond a reasonable level are all viewed as inorganic ways to boost SEO. Websites that routinely engage in Black Hat techniques can be penalized, have their ranking lowered, or even be permanently banned.

On-Page SEO:

On-page SEO refers to many of the practices discussed above. Things like optimizing your title tag, improving keyword density, creating a more enticing meta description, and improving your internal linking structure all factor into on-page SEO. Site speed also pays a role in improving on-page SEO as well, so be sure to analyze whether your site is performing at an optimal level.

Off-Page SEO:

Practices done off of your website refer to off-page SEO. Link building is the largest off-page SEO practice. It is also important to post regularly to social media, comment, like, and follow other sites within your industry. By generating engagement around your site, you can expect more traffic. Remember, there’s no such thing as bad publicity.

Anchor Text:

Links are composed of two elements – the web address that the link navigates to and the anchor text. You can find our case studies by clicking this link: digital marketing case studies, but the actual link is this: https://callensdigitalmarketing.com/case-studies/. The anchor text, digital marketing case studies, should entice the reader and include the keyword you are looking to rank for.

Put These Ten SEO Terms To Good Use

The proper SEO can mean the difference between ranking on page one for millions of users to see or ranking on page 5 where very few seldom visit. Make sure to incorporate best SEO practices in order to boost your SEO and draw as many eyes as possible to your site.

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