Being found and promoting.
SEO
Search engine optimisation: work to improve visibility in search results.
SERP
A search engine results page.
INDEXING
A page being stored by a search engine so it can appear in results.
CRAWLING
A search engine requesting and reading pages.
SITEMAP
A file listing your pages, helping search engines find them.
ROBOTS.TXT
A file requesting that crawlers avoid certain areas.
Controls crawling, not indexing.
CANONICAL TAG
Indicates which version of duplicated content is authoritative.
BACKLINK
A link from another site to yours.
ANCHOR TEXT
The visible text of a link.
META DESCRIPTION
The summary shown beneath a result, affecting clicks rather than ranking.
STRUCTURED DATA
Markup describing a page's content in a form search engines read directly.
CONVERSION
A visitor doing what you wanted: enquiring, buying, subscribing.
CTR
Click-through rate: the proportion who click after seeing something.
