SEO dictionnary

Table of contents


SEO: Search Engine Optimization: the process of optimizing a website so that it increases its organic rankings in SERP

Search engine

Search intent



SERP (Search Engine Result Page)

UX (user experience)


Technical SEO


Crawling/indexing: the process for Google bot to visit all the pages (crawling) and decides to display them or not on the SERP for certain keywords (indexing).

XML Sitemap: a list all the pages of a website to help Google crawling

Robots file: a file that tells Google which parts of the website can be accessed or not.

Noindex: a tag that prevents a page from appearing in search results (blocks indexing). You don’t want low value pages to be indexed (category pages)

Status code: the response code when you try visiting a page. 200 (OK), 4XX (Not Found), 5XX (Internal Issue)

Duplicate content

On-page SEO

Keyword: the words that people type into Google to search for content. The target keyword is the one chosen in a SEO sstrategy to optimize a page for so that it ranks for it.

Meta tags: Title tag and meta description are the title and the description shown on search result for a given page.

Heading tags (H1-H6): they are used to organize the content of page. H1 is the most important and is similar to the title of the page. H2 are for the sections, H3 for sub-sections.

Alt tags

Keyword cannibalization: situation that hapens when several pages of your website rank for the same keyword, it’s damaging for your performance.

Content marketing

Topical authority

Topical map


Pillar page: the central page of a cluster. It’s usually the most comprehensive page and links to cluster pages.


Anchor text: the clickable word of a link so people know what to expect when clicking a link

Internal links

External links


Broken links: a link that leads to a page not found (404 error). The page could have been deleted or moved to another URL and that no redirect has been implemented.