Search and website jargon translated into plain English
This SEO glossary explains the terms you will hear from web designers and marketers. Short, clear definitions for Darwin business owners who want to follow the conversation.
Jargon should not get in the way
Marketing people love acronyms. If you have ever sat through a report full of SERPs, CTRs and DA scores and nodded along, this page is for you. Knowing the words makes it much easier to ask good questions and spot when someone is padding a report.
The terms below are the ones that come up most when I talk with Darwin business owners about SEO, Google Ads and websites. Each one is explained in a sentence or two without assuming any technical background.
Thirty six terms explained
The set of rules Google uses to decide which pages show for a search and in what order.
A short description added to an image so search engines and screen readers know what it shows.
The clickable words in a link. Google uses them as a clue to what the linked page is about.
A link from another website to yours. Relevant backlinks from trusted sites help your rankings.
The share of visitors who leave after viewing one page without doing anything else.
A line of code telling Google which version of a page is the main one when similar copies exist.
Any online mention of your business name, address and phone number, such as a directory listing.
The percentage of people who see your listing or ad in Google and then click it. Often shortened to CTR.
When a visitor does what you want, like calling, filling in a form or making a booking.
Google measures of how fast a page loads, how quickly it responds and how stable the layout is.
When Google sends its robot to read the pages on your website and follow the links.
A score from third party tools estimating how strong a site’s link profile is. Google does not use it directly.
A short answer box Google shows above the normal results, pulled from a page that answers the question well.
Your free business listing on Google Search and Maps showing hours, reviews, photos and contact details.
A free Google tool that shows which searches your site appears for and flags technical problems.
A free tool that shows how many people visit your site, where they come from and what they do.
The main heading on a page. Each page should have one that says clearly what the page is about.
The number of times your page or ad appeared in search results, even if nobody clicked.
When Google adds a page to its database so it can appear in search results.
A link from one page on your site to another. It helps visitors and Google find related pages.
A word or phrase people type into Google. SEO is about matching your pages to the right ones.
The page a visitor arrives on from a search or ad. Good landing pages focus on one service.
The map with three businesses that shows at the top of local searches. Also called the map pack.
A longer, more specific search such as emergency plumber Palmerston. Fewer searches but often more ready to buy.
The short summary under your page title in Google results. It does not affect rankings but does affect clicks.
A word added to a Google Ads campaign so your ads do not show for searches containing it.
Short for name, address and phone. Keeping these identical everywhere online helps local SEO.
A link marked so it passes little or no ranking value. Common on social media and paid placements.
The free listings in Google below the ads, earned through SEO rather than paid for.
Advertising where you pay each time someone clicks your ad. Google Ads is the main example. Often called PPC.
A rule that sends visitors and Google from an old page address to a new one, usually a 301 redirect.
Code that tells search engines specific facts like your business type, hours and reviews.
What the person searching actually wants, such as to buy, to learn or to find a phone number.
Search engine results page. The page Google shows after you search.
A file listing the pages on your site so search engines can find them all.
The page title shown as the blue link in Google results and in the browser tab.
I am happy to explain it
If you have an SEO or Google Ads report from another provider and the numbers do not make sense, send it through. I will explain what it shows in plain English and point out anything worth asking about.
For a deeper review, my SEO consultant service includes a second opinion on any agency’s work. Or start with the free basics in my local SEO checklist for Darwin.
Where to look first
1
Check calls, forms and bookings first. These conversions are what pay the bills.
2
Rising impressions in Search Console mean Google is showing you for more searches.
3
Make sure the keywords being tracked are ones real Darwin customers would type.
4
A good report lists the work done that month, not just the numbers.
Services that use this language every day
A few terms people ask about most
Can’t see your question here? Give me a call or send a message and I’ll get back to you within one business day.
SEO stands for search engine optimisation, which for a Darwin business means making your website easier to find on Google. It covers your pages, your map listing and links from other sites. The aim is more local customers finding you without paying per click.
The map pack is the box of three businesses with a map that Google shows for local searches in Darwin. It appears above the normal results for searches like plumber near me. Getting into it is the main goal of local SEO.
Organic results are the free Google listings earned through SEO, while paid results are ads a Top End business pays for each click. Paid ads sit at the top and are marked as sponsored. Organic listings sit below and keep working without ongoing ad spend.
PPC means pay per click, an advertising model where a small business in Darwin pays Google each time someone clicks its ad. Google Ads is the main PPC platform. You set a budget and only pay for clicks, not for the ad showing.
Website Design Darwin explains SEO jargon for Darwin businesses through this glossary and by phone, email or video call. Nick Fritzkowski is happy to go through any SEO or Google Ads report and explain what the numbers mean in plain English.
A good click through rate for a Northern Territory business in organic results depends mostly on your position in Google, since the top few results get most of the clicks. A strong title and meta description lift it further. Compare your rate in Search Console month to month rather than against a national average.
You do not need to understand SEO terms to hire someone, but knowing a few helps you ask better questions. Terms like impressions, conversions and backlinks come up in most reports. A good provider explains them without making you feel lost.
I will look after the technical side and send you reports you can actually read.
