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SEO stands for ‘search engine optimisation’. You are undertaking SEO when you try and rank a page higher in the search engines, with the ultimate objective being to increase organic (“free”) traffic to your website.

Unfortunately, there aren’t many universities who teach SEO as a standalone course – probably because the goalposts are being moved all the time by Google, meaning a degree could quickly become outdated. You could apply for a job at an agency and work your way up, and/or take one of the many great online courses on the topic.

This often comes down to a matter of opinion – but for us, the two best tools are Ahrefs and SEMRush. Majestic also needs a special mention, as does serps.com for tracking & reporting. For us at Gorilla, Moz is way too overpriced for such comparatively basic tools, although their blog is good.

A basic structure would see SILOs linking to categories, which link to supporting articles, which then link back to the category and SILO. Essentially, this process of site architecture means that your website will rely less on backlinks to determine a ranking position and instead has it’s own wealth of pages that add weight to the topic. This is also great from a user experience perspective as the site is well-organised and easy to navigate.

On-page SEO refers to tactics utilized on or within a page to assist it in ranking higher in the search engine. On-page SEO includes both content and the HTML source code of a page (image optimization, keyword optimization, Schema markup, and more), but not external links and other external signals.

There are some similarities between National SEO and Local SEO Campaigns in terms of strategy. However Local SEO aims to rank business for ‘location’ and ‘service’ keywords and National SEO can require further resources to compete on a national scale.

Backlinks are hyperlinks to another web page. Google and other search engines assign a value to backlinks when determining if a page should rank. It’s for this reason that SEO experts will try and build backlinks to your website as part of your overall SEO strategy.

Anchor text is the clickable text part of a backlink. Anchor text informs the user and search engines what the destination page is about.

Anywhere from a few weeks to a couple of years depending on the age of your website, the size of your project, allocated resources and keyword difficulty. Each SEO campaign is weighted on individual merit.

This can be anywhere between 2 weeks and 3 months, depending on how quick Google finds the backlink, how good the backlink is and how competitive your niche is.

Yes! Google released an update specifically targeting websites that had too many adverts relative to content.

Having an HTTPS secure certified website will give you a slight ranking boost for an e-commerce website, and your site will be preferred in regular search as highlighted in the 2015 Google Update

SEO Terms

The process of making changes to the actual web page(s) you want to rank. This could be by either adding more engaging content or addressing technical issues.

This is the process of generating traffic and gaining backlinks to your website in order to establish it as an authority.

Another word for a link on a web page – backlinks are crawled by Google, with web pages that receive the most high-quality* backlinks often being the first results that show for a keyword.

The clickable text of a link. Search engines will often use this to understand what the destination page is about and subsequently may rank the destination page higher in the search results for the anchor text phrase.

Using tools to analyse the search volume and competition of keywords in the search engines.

A free tool that Google provides that lets you monitor traffic & the user behaviour on your website.

A free tool that Google provides that lets you see your rankings in the Google search engine.

An industry-wide metric created by Majestic.com that estimates the authority and subsequent ranking probability of a website based on its backlinks.

An industry-wide metric created by Moz.com that estimates the authority and subsequent ranking probability of a domain based on its backlinks.

An industry-wide metric created by Moz.com that estimates the authority and subsequent ranking probability of a single web page based on its backlinks.

This stands for ‘search engine results page’ – what you see when you search for something.

Paying the search engines ‘per click’ for keywords you choose.

Placing a cookie in the browser of a visitor to your website so that you may show them an advert on another website.

The process of making improvements to a web page so that more people are inclined to follow through with contacting you / buy your product etc.


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