An acronym for search engine optimisation. SEO is the process of manipulating a website to in turn effect its position in search engine’s unpaid / organic search results.

An acronym for return on investment. ROI measures the benefit, or return, on expenditure.

The term used to describe a data markup that site managers can add to their existing HTML that allows search engines to better understand each page’s information.

An instant of an internet user visiting a specific page on a website. Used by marketers to evaluate the reach of a website.

SEO to influence the ranking of a website by working with the SEO criteria of each page (title tags, meta data, ALT tags, URL, link structure….).

Incoming links and references that impact the ranking / indexing of a website in search results.

Meta data are descriptive data containing information about a website. They’re snippets of text that describe a page’s content and appear in a page’s code. Meta data are comprised of meta keywords (keywords that are relevant to the page), title tags (the text search engines display in search results as the “title” of the whole page) and description (which provides information about the page under its listing on a search engine). The meta data are a part of on-page SEO optimisation.

Very specific search phrases containing keywords of 3 or more words. Their search volume is lower than for shorter keywords (Short-Tail Keywords), but because they are more specific, users show a very high interest in the pages on the top of search engines that appear for these queries.

A personal or group of people updating, writing, and maintaining a blog. Blogging is an important pillar of content marketing. See the relación blog.

The group of specific people a brand targets with their marketing. The audience can be defined by all kinds of criteria, such as age, gender, interests, geographical location or many more. If you don’t know who your audience is, a digital analysis can help to identify your target group.