SEO & Marketing terms

Alt text is a short written description of an image, added behind the scenes. It helps people using screen readers understand your images, and it tells search engines what each picture shows.

A backlink is a link from another website to yours. Search engines treat them like votes of confidence — when reputable sites link to you, Google trusts you more, which can help your ranking.

A call to action is the prompt that tells visitors what to do next — 'Get a free quote,' 'Book now,' 'Call us today.' It's the nudge that turns a reader into a customer.

Your conversion rate is the percentage of visitors who do the thing you want — buy, call, sign up, fill out a form. If 100 people visit and 3 book a call, that's a 3% conversion rate.

Core Web Vitals are three scores Google uses to measure how fast and stable your site feels to real visitors — how quickly it loads, how soon you can interact with it, and how much it jumps around while loading.

A keyword is the word or phrase people type into Google when they're searching — like 'emergency plumber near me.' Knowing the keywords your customers use is the starting point for getting found.

A landing page is a focused page built around one goal — usually getting the visitor to do a single thing, like book a call or buy a product. It strips away distractions so more people take that one action.

A meta description is the short blurb of text that appears under your page's title in Google's search results. It doesn't directly change your ranking, but a good one convinces people to click your result instead of a competitor's.

A mobile-friendly site automatically adjusts to look and work well on phones and tablets, not just computers. Since most web traffic is now on phones, it's no longer optional.

SEO is the practice of helping your website show up when people search Google for what you offer. It's a mix of useful content, a fast healthy site, and clear signals that tell search engines what your pages are about.

An XML sitemap is a behind-the-scenes list of all the pages on your website, made for search engines. It helps Google find and understand everything you've published, so nothing important gets missed.