/ Glossary
What is actually behind the words that turn up in proposals and reports — one sentence each, with the long version underneath for anyone who wants it.
B
Backlink
A hyperlink on an external website that points to your site. Backlinks are one of the strongest ranking signals in Google's algorithm — a link from a trusted, relevant site acts as a vote of confidence for your content.
- SEO
C
Conversion Rate
Conversion rate is the percentage of website visitors who complete a desired action — such as submitting a form, booking a call, or making a purchase.
- Web Design
Core Web Vitals
A set of three metrics defined by Google to measure real-world user experience: Largest Contentful Paint (LCP), Interaction to Next Paint (INP), and Cumulative Layout Shift (CLS). They are a confirmed Google ranking signal.
- SEO
L
Landing Page
A landing page is a standalone web page designed for a specific marketing or conversion goal — typically with a single call to action and no distracting navigation.
- Web Design
Local SEO
Local SEO is the process of optimising a business's online presence to appear in location-based search results — particularly in Google's local pack and Google Maps.
- SEO
M
Meta Description
An HTML attribute that provides a short summary of a page's content. It often appears as the description snippet in Google search results and directly influences click-through rate, though it is not a direct ranking signal.
- SEO
O
On-Page SEO
On-page SEO refers to the optimisation of individual web pages to improve their relevance and ranking for specific search queries — including content, headings, metadata, and internal linking.
- SEO
P
Page Speed
How quickly a web page loads and becomes usable for visitors. Page speed is both a direct Google ranking factor and a key driver of user experience, conversion rate, and bounce rate.
- SEO
R
Responsive Design
Responsive design is a web design approach that ensures a website adapts its layout and functionality across all screen sizes — from mobile phones to large desktop monitors.
- Web Design
S
SEO
SEO (Search Engine Optimisation) is the practice of improving a website's visibility in organic search results to attract more relevant traffic without paid advertising.
- Digital Marketing
T
Technical SEO
The process of optimising a website's technical infrastructure to help search engines crawl, index, and rank it effectively. Includes site speed, mobile-friendliness, structured data, canonicalisation, and crawl configuration.
- SEO
U
UX Design
UX design (User Experience Design) is the discipline of designing products and interfaces so they are intuitive, efficient, and satisfying to use.
- Web Design
W
Web Design
Web design is the process of creating the visual layout, structure, and user experience of a website — combining aesthetics, usability, and technical implementation.
- Digital Marketing