SEO and Digital Marketing Glossary

The most commonly used terms in SEO and digital marketing that you need to know.

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  • A/B Split Testing: A method used to determine which design or content performs better by comparing the performance of two different It is usually applied in marketing campaigns or web designs.
  • Above The Fold: The first screen section of a web page that a user sees before scrolling. Placing important content here can increase user
  • Ad Extensions: Additional features used on advertising platforms such as Google Ads to enable ads to include more information. For example, phone numbers, addresses or additional links.
  • Ad Group: A set of ads grouped by similar keywords or targets in an ad campaign. This allows ads to be more organized and targeted.
  • Ad Relevance: How relevant the content of the ad is to the user’s search query. Higher ad relevance leads to better performance and user
  • Affiliate Marketing: A method of earning commission from sales by promoting the products of another person or It is carried out through blogs, social media and websites.
  • Algorithm: The complex rules and calculation methods that search engines use to rank web Algorithms are constantly updated to ensure that users see the most relevant results.
  • Alt Text (Alternative Text): Text that explains what the image is It is important for SEO and accessibility because search engines and screen readers use this text to understand the content of the image.
  • Anchor Text: Clickable text in a Using correct and descriptive anchor text improves SEO performance.
  • Audience: Refers to a specific target group or audience. Marketing strategies aim to reach this audience with a specific demographic or
  • Authority: Refers to a website’s credibility and ranking power in search engines. Sites with high authority usually have quality content and a strong backlink profile.
  • Autoresponder: In email marketing, a system that automatically sends emails in response to certain For example, an automatic thank you email is sent when a user fills out a form.


  • B2B (Business to Business): Refers to commercial activities that take place between Products or services are marketed and sold to other businesses.
  • B2C (Business to Consumer): Refers to trade from businesses to individual consumers. Retail sales are the most common example of a B2C business model.
  • Backlink: It is a link to a website from another Backlinks from quality and relevant sites are of great importance for SEO.
  • Banner Ad: A visual advertisement that appears on web It is usually used to promote a specific message or offer.
  • Bid: The amount bid for an ad Advertisers specify how much they will pay for certain keywords or target audiences.
  • Bid Strategy: The strategy advertisers use to determine how to manage their ad spend. For example, setting a maximum cost per click (CPC).
  • Black Hat SEO: Unethical SEO techniques that violate search engine rules and provide short-term These methods can lead to serious penalties in the long run.
  • Blogging: The process of publishing articles and content on a regular Blogs can include informative articles, personal reflections or business news.
  • Bounce Rate: The rate at which users who arrive on a page leave the site without moving to another page. A high bounce rate may indicate that users are not satisfied with the site.
  • Breadcrumbs: Navigation elements that help users and search engines understand the site structure. It allows users to keep track of their location within the site.
  • Broken Link: A link that redirects to a page that does not work or does not exist. It has negative effects in terms of SEO and user experience.
  • Browser Internet Software that allows users to access web pages (Examples: Chrome, Safari, etc.).


  • Campaign: An advertising campaign is a series of ads aimed at a specific target. Campaigns can aim to increase brand awareness or drive
  • Canonical Tag/Rel=Canonical: Used to indicate to search engines which URL should be used when the same content appears on different
  • CMS (Content Management System): A content management system is a software platform for managing websites and publishing content (e.g. WordPress).
  • Content: All kinds of content such as text, images and videos on Quality content is important for SEO and user experience.
  • Content Categorization: The categorization of content into specific categories. This helps users and search engines understand your content
  • Content Marketing: The strategy of reaching the target audience through content creation and sharing. Customer loyalty is ensured through informative and valuable content.
  • Content Strategy: Plans and methods for creating, publishing and managing It aims to produce and distribute content suitable for the target audience.
  • Conversion: When a visitor takes a specific action (e.g. purchase, registration). This is an important metric to measure the effectiveness of marketing strategies.
  • Conversion Funnel: The stages that define the process of converting visitors into customers. It typically includes awareness, interest, consideration and purchase.
  • Conversion Rate: The rate at which visitors turn into A high conversion rate indicates that marketing strategies are effective.
  • Cookies: Small data files that store user They help websites remember user preferences.
  • Copy: The text on a web Effective copywriting encourages users to take action.
  • Copywriting: The art of writing for sales or marketing Good copywriting increases the attractiveness of products or services.
  • Core Web Vitals (CWV): The core metrics Google uses to evaluate page experience. It has three main components: LCP, FID and CLS.
    • Largest Contentful Paint (LCP): The time it takes for the main content of the page to load. Fast loading pages improve the user experience.
    • First Input Delay (FID): The time it takes for the user to interact with the A low FID indicates that the page responds quickly.
    • Cumulative Layout Shift (CLS): The amount of unexpected displacement of page A low CLS indicates that the page is stable.
  • CPA (Cost Per Action): Cost per each Advertisers pay for a specific action (for example, a sale).
  • CPC (Cost Per Click): The cost per each Advertisers pay for users to click on the ad.
  • CPL (Cost Per Lead): The cost per Advertisers pay to collect lead information.
  • CPM (Cost Per Mille): Cost per thousand Advertisers pay for their ads to be viewed a thousand times.
  • Crawl: The process by which search engines crawl
  • Crawler: Search engines’ software that crawls Crawlers index the content of web pages and provide information to search engines.
  • Crawl Budget: The amount of resources that search engines allocate to crawl a site.
  • CRO (Conversion Rate Optimization): Improvement efforts to increase the conversion rate of visitors into customers. It focuses on website design and user experience.
  • CTA (Call to Action): Phrases or buttons that direct users to a specific action (e.g. “Register Now”, “Learn More”).
  • CTR (Click-Through Rate): The click-through rate of an ad compared to the number of views. A high CTR indicates that the ad is effective.
  • Customer Acquisition Cost (CAC): The total expenditure incurred to acquire a customer. It includes marketing and sales costs.
  • Customer Journey: Defines the process of a customer’s interaction with a brand. This process includes all the steps from awareness to
  • Customer Lifetime Value (CLV): The total value that a customer provides to the business. Customer loyalty and long-term contribution are taken into account.
  • Custom Report: A customized report that focuses on specific data and metrics. Used for marketing and performance analysis.


  • Digital Agency: An agency that provides digital marketing It specializes in areas such as SEO, PPC, social media management.
  • Directory: A directory listing categorized Users can easily access sites in a specific subject or sector.
  • Display Advertising: Displaying visual advertisements on It includes banner ads, video ads and other types of media.
  • Display Network: A network that displays ads on websites and applications. Google Display Network is one of the most well-known
  • Dofollow: A type of link that allows search engines to follow a Such links add to the SEO value of the target site.
  • Domain Authority: A metric that measures the ranking potential of a website in search It was developed by Moz and has a scoring system between 0-100.
  • Duplicate Content: The same content appears on more than one URL. Search engines can evaluate this situation negatively and cause ranking
  • Dwell Time: The amount of time that passes after a user clicks on a search result and enters the site before returning.


  • E-A-T (Expertise, Authoritativeness, Trustworthiness): Factors that Google takes into account when evaluating page It stands for expertise, authority and trustworthiness.
  • E-Commerce: Electronic commerce is the process of selling products or services over the This includes e-commerce sites, online stores and marketplaces.
  • Engagement: How users interact with a
  • Engagement Rate: The rate at which users engage with It includes interactions such as likes, comments, shares and clicks.
  • External Link: External links; links that lead to another
  • Evergreen Content: Content that does not become outdated over time and provides continuous value. It continues to provide traffic and interaction in the long term.


  • Featured Snippet: A special box that appears at the top of Google search results that responds directly to a specific query. It allows users to get information quickly.
  • Favicon: A small icon that appears next to a site’s name in web It increases brand recognizability.
  • Footer: The section at the bottom of a web It usually contains contact information, important links and copyright information.
  • Footer Link: Links at the bottom of a web
  • FTP (File Transfer Protocol): A protocol that allows file transfer over the Internet. It is used for uploading website files to the server.


  • Google Ads: Google’s advertising It allows you to run ads on search engine results pages and the Google Display Network.
  • Google Analytics: A free analytics tool for tracking website traffic and user behavior. It provides data such as traffic sources, user demographics and conversion rates.
  • Google Search Console: A free tool that helps webmasters monitor and optimize their It provides information such as crawl errors, indexing status and search analytics.
  • Google Tag Manager: A tool that makes it easy to add tags to websites and mobile It allows tag management, tracking codes and other scripts to be managed from a single platform.


  • Hashtags: Tags that increase content categorization and discoverability on social media. They allow users to follow certain topics or trends.
  • Heading Tags (H1, H2, H3, ): In HTML, heading tags are used to structure content.
  • Heatmap: A visual representation of the areas where users interact the most on a web It analyzes clicks, scrolling behaviors and mouse movements.
  • Homepage: The home page of a
  • Hreflang: HTML tag used to specify the language of a page and the geographical region it targets.
  • HTML (Hypertext Markup Language): A markup language used to structure web It defines page structure, text formats, links and multimedia content.
  • HTTPS (Hypertext Transfer Protocol Secure): Secure HTTP provides encrypted It is used to improve data security and user privacy.
  • Hyperlink: It is a link that directs to another web page through text or image. It is important for SEO and user experience.


  • Image Alt Text: Descriptive text for images is important for SEO and
  • Impression: The number of times an ad or page is Each impression means that a user has seen the ad or page.
  • Impression Share: The percentage of the ad’s total impression It shows how often the ad is viewed.
  • Inbound Links: Links from other Quality inbound links increase the authority and ranking of the website.
  • Inbound Marketing: A strategy for attracting customers through content marketing. Organic traffic is generated through methods such as blog posts, videos and social media content.
  • Index: The process by which search engines save web pages in their
  • Instagram Advertising: It is the platform that enables advertising on Instagram. Visual and video ads are published for the target
  • Instagram Stories: Short videos and photos that are displayed on Instagram for 24 Brands can increase engagement with stories.
  • Instagram TV (IGTV): A platform for sharing long-form videos on Instagram. Users and brands can offer longer and more detailed
  • Interactive Agency: An agency that provides digital marketing services. It provides services such as SEO, PPC, social media management and web
  • Internal Link: Links that lead to another page within the same
  • Interstitial: An interstitial ad that appears between two It is usually displayed full screen and attracts users’ attention.
  • Invisible Web: Web content that search engines cannot access. This includes private databases, sites that require membership and dynamic


  • JavaScript: A programming language used to create dynamic content on web pages. Scripts are written that increase user interaction and make pages more interactive.


  • Keyword: Words or phrases used to search in search Choosing the right keywords improves SEO performance.
  • Keyword Density: The ratio of keywords to the total number of words on a page. An ideal density is positively evaluated by search engines.
  • Keyword Research: The process of identifying and analyzing It forms the basis of SEO strategy.
  • Keyword Stuffing: An attempt to manipulate search engines by overusing keywords. This method can be penalized by search engines.
  • Keywords Tag: A meta tag in HTML that specifies page It used to be important for SEO, but nowadays it is not used much by search engines.
  • KPI (Key Performance Indicator): A key performance indicator is a measure of Used to evaluate marketing campaigns and business objectives.


  • Landing Page: The first page that users land on after clicking an ad or It is usually optimized for them to take a specific action.
  • Lead: A potential Marketing and sales teams work to convert leads into customers.
  • Link Building: The process of increasing the authority and SEO ranking of a site by getting links from other websites.
  • Local SEO: It is the process of optimizing websites for users in a specific geographical It aims to increase the visibility of local businesses in search engine results.
  • Long Tail Keyword: More specific and usually longer keywords. They are keywords with low competition and better reflect the intent of the target


  • Meta Description: A short summary of the page that appears on search engine results They are descriptive texts that encourage users to click.
  • Meta Keywords: It is the meta tag that specifies the keywords of the Today, its importance in terms of SEO has decreased.
  • Meta Tags: Tags in HTML that give information about the They include meta tags such as title, description and keywords.
  • Meta Title: The title that appears in the title tag of a web page and is visible to search engines.
  • Metrics: Data and statistics used in performance Metrics such as traffic, conversion rate and click-through rate are analyzed.


  • Native Advertising: Ads designed in accordance with the appearance and functionality of the platform on which they are published. It aims to convey the advertising message without disrupting the user experience.
  • NoFollow: HTML attribute that tells search engines not to follow a specific link. Such links do not contribute to the SEO value of the target site.
  • Noindex: HTML meta tag that tells search engines not to index a particular page. This prevents the page from appearing in search results.
  • Noopener: HTML attribute used to improve the security of links opened in a new tab.


  • Off-Page SEO: SEO work done outside the It includes activities such as backlink building and social media interactions.
  • On-Page SEO: It is the SEO work done in the content and structure of the website. It includes factors such as title tags, meta descriptions and content optimization.
  • Organic Traffic: Natural traffic from search Users reach the site with a specific search query.
  • Outbound Link: A link from your own website to another It directs users to additional sources of information.


  • Page Authority: A metric that measures the ranking potential of a web page in search It was developed by Moz and is scored between 0-100.
  • Page Rank: Google’s algorithm that evaluates the importance and ranking potential of a page. The number and quality of backlinks play an important role in this evaluation.
  • Page Speed: The loading time of a web Fast loading pages improve user experience and SEO performance.
  • PPC (Pay-Per-Click): An online advertising model where advertisers pay for each click. Google Ads is one of the most common PPC platforms.
  • Persona Representation of the target Fictitious characters used in determining marketing strategies.
  • Personalization: It is the process of personalizing the user experience. Content and offers are presented according to user preferences and
  • Pogo-Sticking: When a user clicks on a search result and then quickly goes back and clicks on another result.
  • Positioning: How a brand positions itself in the It aims to offer a unique value proposition to the target audience.


  • Qualified Lead: When a potential customer meets certain These are leads that are closer to sales and have high conversion potential.
  • Quality Content: Content that is valuable and informative for Quality content positively affects SEO and user engagement.
  • Query: A search query in search Users search to find specific information or content.


  • RankBrain: Google’s artificial intelligence-based search It uses machine learning to better understand user queries and deliver optimal results.
  • Ranking: The ranking of a web page on search engine results Higher rankings lead to more organic traffic and visibility.
  • Redirect: The process of redirecting from one URL to another 301 (permanent) and 302 (temporary) redirects have different effects in terms of SEO.
  • Responsive Design: It is the design of websites to adapt to different devices and screen sizes. Increases user experience.
  • Retargeting: It is the strategy of showing ads again to users who have previously visited your website. It aims to increase conversion rates.
  • Rich Snippet: A piece of enriched content that appears in search engine
  • txt: A file that tells search engine crawlers which pages they can crawl.
  • ROAS (Return on Ad Spend): ROAS is a metric that evaluates the efficiency of your advertising campaigns by measuring the revenue generated for the budget spent on advertising.
  • ROI (Return on Investment): Return on investment is a metric that measures the profitability of an It is used to evaluate the effectiveness of marketing campaigns.


  • Schema Markup: Structured data added to HTML to help search engines better understand your It helps to get rich results (rich snippets).
  • Search Engine: Online tools that users use to search for Google, Bing and Yahoo are the best known examples.
  • Search Engine Marketing (SEM): A strategy to increase the visibility of a website by advertising on search It includes PPC ads and SEO efforts.
  • Search Engine Optimization (SEO): It is the whole of the work done for websites to rank higher in search It covers on-page and off- page SEO strategies.
  • Search Engine Results Page (SERP): The page displayed as a result of a query on search It includes organic results, ads and rich results.
  • SERP Features: Special elements and boxes that appear on search engine results pages. They include content such as featured snippets, information boxes and video results.
  • Session: The process of a user’s interaction on a A single session covers the time from when a user logs in to when they log out.
  • Sitemap: A file that lists the page structure of a It helps search engines crawl and index the site better.
  • Social Media Marketing (SMM): It is a strategy to increase brand awareness and customer interaction on social media It is applied on platforms such as Facebook, Instagram and Twitter.
  • Spam: Unwanted and often low-quality It can be penalized by search engines and negatively impacts the user experience.
  • SSL Certificate: A digital certificate used for secure data It enables websites to run over the HTTPS protocol and increases user security.
  • Structured Data: Data formatting that makes it easier for search engines to understand content.


  • Tag: Tags used to categorize content and make it easier to Widely used in blog posts and social media.
  • Technical SEO: Refers to SEO efforts to optimize the technical infrastructure of the It includes elements such as site speed, mobile compatibility and sitemap.
  • TLD (Top-Level Domain): The top-level part of the domain name, e.g. .com, .org.
  • Traffic: Refers to the number of visitors to a There are types such as organic, direct, referral and paid traffic.
  • Trust Rank: It is the algorithm that measures the reliability of a Quality content and reliable backlinks increase the trust rank value.


  • Unique Visitor: The number of unique users who visited the website in a given The number of unique visitors is an accurate indicator of site traffic.
  • URL (Uniform Resource Locator): The address of a web page on the internet. SEO-friendly URLs include keywords and are user-friendly.
  • Usability: It refers to how easy and effective a website can be used by users. Usability tests improve the performance of the website.
  • User Interface (UI): The user interface is the visual and functional components through which users interact with the website or application. A good UI enhances the user experience.
  • User Experience (UX): The overall experience users have with a website or application. A good UX increases user satisfaction and conversion


  • Viral Marketing: Marketing strategies that spread rapidly to large Social media and shareable content form the basis of viral marketing.
  • Visibility: The visibility of a website in search engine High visibility drives more organic traffic.


  • Web Analytics: Analytics for monitoring website traffic and user Google Analytics is the most widely used web analytics tool.
  • Web Crawler: Software used by search engines to crawl and index web pages. Also called bots or spiders.
  • Web Hosting: A service that enables websites to be published on the internet. Servers host and provide access to website files.
  • Webmaster: The person responsible for managing a website. They undertake tasks such as technical maintenance, content updates and performance monitoring.
  • White Hat SEO: It refers to SEO work done in accordance with search engine rules. Long-term success and sustainability are targeted.


  • YouTube Marketing: Marketing activities on the YouTube Video content, advertisements and influencer collaborations are all part of YouTube marketing.
  • YMYL (Your Money or Your Life): Google’s high standards for pages that affect users’ financial or health information.


  • Zero-Click Search: Allowing users to access the information they want in search results without clicking.


  • 301 Redirect: Permanent redirect, redirecting the old URL to a new
  • 302 Redirect: Temporary redirect, temporary redirection of an old URL to a new URL.