You’re learning to integrate search engine optimisation, or SEO, into your web pages, blogs, videos, and articles as part of your online branding strategy. To make your job a bit simpler, the branding strategy experts at How to Build a Brand have decided that you might benefit from a glossary of terms necessary for gaining SEO fluency—and for holding intelligent conversations with those who are already well-versed in the realm of SEO.


An SEO Glossary, for Online Branding Strategy Success

Because there is a sizeable word bank related to search engine optimisation, this blog glossary will be divided into several parts. Not every term is applicable to current SEO methods; nevertheless, we think it’s important to understand where SEO has been, as well as where it’s going.

  • Cloaking:  Like the term suggests, this practice is used as a method to hide content. More specifically, content creators show one set of content to search engines, for rankings, but searchers will be surprised to learn that the content seen on the page isn’t related to their search – in fact, it will often be sales or promotional material. This is a form of spam.
  • Keyword Stuffing:  Back in the day, when keyword density was an important factor in search engine optimisation, content writers would overkill the concept by using keyword phrases in excess. Today, this won’t positively affect search results – in fact, Google may penalise your rankings because of it.
  • Duplicate Content:  When writing webpages and other content, writers must be careful not to repeat blocks of text or to make a number of pieces of content similar to one another. If search engines detect duplicate content across the web, the creator(s) may be penalised. When duplicate content is created from another content owner’s material, plagiarism charges can result. To avoid duplicate content, some content creators enlist the help of article spinning software or services; however, in order to create quality, search-engine-friendly content, human composition of all content is recommended.
  • Keyword Density:  Even though keyword density doesn’t carry the weight it once did, content creators should keep it at or below three percent. To find the keyword density of any given document, divide the number of times your keyword or keyword phrase appears by the total word count of the document.
  • No-Follow:  When establishing links from a page, a content creator might assign a no-follow attribute, indicating that the link is not endorsed by the creator or the website for which he or she is working. Advertisements and comments by visitors are examples of clickable links that might be assigned no-follow attributions. The number of quality links included on any page contributes to its search engine ranking; however, no-follow links just don’t count.
  • Link Sculpting:  In the past, webmasters used no-follow attribution to redistribute page ranking for the no-follow link among the other links of any given page. This method is no longer effective because Google has changed the way it reads no-follow links.
  • PageRank:  This term is used to name the value that Google assigns to pages on the web, in relation to how relevant each is to a single search. The number of pertinent links leading to any given page contributes to its PageRank. The better the PageRank, the higher on page one (or closer to page one) your page will appear.
  • Web Crawler:  When search engines are presented with search terms by an internet user, web crawlers, otherwise known as spiders or search bots – are sent into cyberspace to look for new, applicable pages and links. What they find will appear (a.k.a. will be indexed) in search results.

Stay tuned for Part Two of Search Engine Optimisation Vocabulary, and in the meantime, if you need additional information, contact the branding strategy professionals at How to Build a Brand on +44 (0) 208 123 6776, email us at [email protected], and get your daily branding tips by subscribing to our YouTube channel at You’ll also want to check out everything that our B.R.A.N.D. Accelerator programme has to offer.

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