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Common SEO terms explained.
Common SEO terms explained.
Updated over a week ago

We use many SEO (search engine optimization) terms and jargon in the industry. Here we will explain as many as possible so that even with very little experience, you can understand the most commonly used terms for both SEO and marketing.

SEO (search engine optimization)

The practice of optimizing a website to improve its visibility and relevance in search engine results pages. This can be achieved through a variety of techniques, such as keyword optimization and link building.

SERP (search engine rank position)

Refers to a website’s position in the search engine results pages for a particular search query. A higher SERP indicates that a website is more visible and relevant to users.

DA (domain authority)

A metric used to measure the strength of a website's domain. A higher domain authority indicates that a website is more likely to rank well in search engine results pages. We use this metric to measure how much weight a news site has when linking to your site.

You can see a full explanation of domain authority on's website:


(Ended in 2014) PageRank was a metric used by the Google search engine to measure the importance and relevance of a web page. It was based on the number and quality of backlinks pointing to a page, with more and higher-quality backlinks indicating a higher PageRank. Google used this metric to determine the ranking of pages in the search results, but it was discontinued in 2014.

MOZ Rank

Similar to Google's discontinued PageRank, MOZ Rank is a metric used to measure the popularity and authority of a website between 1 and 10, with 10 being the most popular websites online for websites such as TikTok and YouTube. It is based on the number and quality of backlinks pointing to the website, as well as the popularity and authority of the linking websites. We use MOZ rank in our reports instead of PageRank since that was discontinued in 2014.

Alexa Rank

(Ended on May 1, 2022) Alexa Rank was a metric used to measure the popularity of a website by ranking every single website online from 1 to billions. It is based on data from the Alexa Internet company, which tracks website traffic and other metrics using plugins that were installed on some internet browsers. A lower Alexa Rank indicates that a website is more popular.

Global Rank

Global rank is a metric that measures the popularity of a website on a global scale. This metric attempts to rank all websites from 1 to billions, similar to how Alexa Rank worked in the past. However, the Global Rank is based on traffic data estimated by SimilarWeb. We have used Global Rank in our reports ever since Alexa Rank ended in 2022.

You can learn more about SimilarWeb's global rank here:


Indexing is the process by which search engines scan the entire internet to discover, crawl, and index web pages. When a web page is indexed, it is added to the search engine’s database of pages and can be found and displayed in the search results for relevant queries. Indexed pages then pass on the link equity and authority to all backlinks on their page.

Google is extremely efficient at scanning the internet and can usually find every new webpage within a day or two. However, other SEO backlink tracking services usually take many months to do the same thing. You can learn more about indexing here:

Keyword (aka search term)

A keyword is a word or phrase that is used by search engines to understand the content and relevance of a web page. Keywords are often used in the title and body of a web page, as well as in the meta tags and header tags. They are an important factor in SEO, as they help search engines understand what a page is about and how it should be ranked in the search results.

We recommend providing at least 3 keywords when ordering our Plus and Pro packages so that our writers can use them throughout the article. For best results, we use keywords in the headline, article content, and links.


Also known as inbound or incoming links, are hyperlinks on one website (such as a news publication) that point to a page on another website (such as your website). They play a significant role in SEO, as search engines like Google see them as endorsements. If a webpage has a lot of high authority backlinks, search engines conclude that the page is likely to have valuable content, leading to a higher ranking in search results. They also serve as indicators of authority and trustworthiness, with backlinks from reputable and authoritative sites enhancing the credibility of the linked site.

We publish articles on a minimum of 200 news websites per order ensuring a bare minimum of 200 backlinks for every order.

The Popular Package allows for up to 5 backlinks in an article, whereas the Limited, Authority, and Ultimate Packages allow for a maximum of 3 backlinks in the article.

Anchor Text

The clickable set of words that create a link (aka backlink) from one webpage to another. It plays a crucial role in helping search engines understand the linked page, influencing how that page is ranked in search results. Essentially, it guides search engines in determining how relevant the linked page is to certain search terms. By strategically using keywords in the anchor text, the linked website can increase its chances of appearing and ranking higher in Google search results for those specific keywords.

When writing an article, we use our client’s brand name for one of the backlink’s anchor text and 2-3 keywords for the anchor text of the remaining backlinks.

Dofollow and nofollow links

Dofollow links are regular backlinks that pass on the link equity and authority of the linking website to the linked website. These links are used by search engines to understand the popularity and relevance of a website. Nofollow links are backlinks that are considered to pass on less link equity or authority. These links are often used for sponsored content, user-generated content, or other types of links that do not necessarily imply endorsement. However, studies done by leading SEO experts Niel Patel and Brian Dean have shown that nofollow links still have many positive effects.

Learn more about the advantages of no-follow links here:

Trust Badge

A trust badge is a small icon or logo that is placed on a website to indicate that it is trustworthy and secure. These badges often come from third-party organizations, such as security firms or payment processors, and they are intended to build trust and credibility with website visitors.

You can learn how to install our "as seen on" trust badge here:

Meta Tags (aka Meta Data)

Meta tags and header tags are HTML elements that are used to provide additional information about a web page. Meta tags are typically placed in the head section of a web page, and they are used to provide information about the page, such as its title, description, and keywords. Unfortunately, we are not able to set any kind of meta tags on publications we create.

UTM Parameters

UTM parameters are custom tracking codes that can be added to a website's URL to track the performance of marketing and advertising campaigns. These parameters are added to the end of a URL, after a ? character, and they are used to provide additional information, such as the source, medium, and campaign of the traffic. For example, a URL with UTM parameters might look like this:

Note: we cannot include the words "Brand Push" or "BrandPush" in UTM parameters. But instead, you can shorten this to just "BP"

Page Speed

Page speed is the amount of time it takes for a web page to load and become interactive for a user. Page speed is an important factor in user experience and SEO, as faster-loading pages are more likely to be visited and rank well in search results. We highly recommend trying to always improve your website's page speed using tools such as Google PageSpeed Insights and GTMetrix.

Landing Page

A landing page is a standalone web page that is designed to direct visitors to take a specific action, such as filling out a form or making a purchase. Landing pages are often used in marketing and advertising campaigns to convert visitors into leads or customers.

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