SEO Glossary

Alt tag

alt s an HTML attribute of the img tag and it is responsible for the text that gets displayed in case the image can’t be loaded (if the file is missing, for example).

<img src=”dog.jpg” alt=”picture of a dog” />

Anchor text

Each link consists of two main elements:

  1. web address that the link is pointing to (the destination)

  2. the anchor text - the text that works as the link

Here’s a link to our home page and the destination of this link is, and the anchor text is “home page”.

Canonical tag

Canonical URL (sometimes referred to as a canonical tag or link) is an HTML element that helps webmasters prevent duplicate content by specifying the “canonical” or “preferred” version of a web page.

Duplicate content

Duplicate content is content that appears on the internet in more than one place.

Meta description

Meta description is a tag in HTML (recommended up to 158 characters) – which summarizes a page's content. Search engines show the meta description in search results mostly when the searched-for phrase is within the description, so optimizing the meta description is crucial for on-page SEO.


robots.txt is a text file that tells spiders (most often search engines) which pages on your site to crawl and which pages not to crawl.


sitemap.xml contains the map of all the different URLs that your website contains (all pages, posts, archives, etc).

SEM - Search Engine Marketing

SEM is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.

SEO - Search Engine Optimization

SEO is the process of optimizing the website to get organic, or non-paid, traffic from the search engine results page.

SERP - Search Engine Results Page

SERPs are the result pages displayed by search engines in response to a query by a searcher.

Spider (crawler, bot, robot)

Spider or Crawler is a special software that browses the web and collects data, looks for new sites and content, checks what’s going on on them and sends the data back to the server.

Title tag

Title tag - is an HTML element (up to 60 characters) that specifies the title of a web page and visible on browser’s title bar.

URL - Uniform Resource Locator

URL - is used to specify addresses on the World Wide Web. A URL is the fundamental network identification for any resource connected to the web.