Plain-language glossary

What these words mean

You don’t need to know any of these terms to answer the questions. This page explains each one in everyday language, so you always know what you’re being asked.

36 terms shown

Above the foldWhat you see before scrolling

The top part of the page visible without scrolling. Your main offer and contact option belong here.

Alt textA description of an image

A short written description attached to a photo. It helps people using screen readers and tells search engines what the image shows.

AnalyticsThe record of who visits your site

A free tool such as Google Analytics that shows how many people visited, which pages they looked at, and where they came from.

BacklinkA link to you from another website

When another site links to yours, search engines treat it a bit like a recommendation. Links from real local sites count more than bulk directory links.

Blog / articlesRegular helpful posts

Short, useful articles that answer common customer questions. They give search engines more pages to show and give you something to share.

BounceA visitor who leaves right away

Someone who lands on a page and leaves without clicking anything else. A high bounce rate usually means the page didn’t answer their question.

Call to action (CTA)The button that tells people what to do next

A clear instruction such as “Call now”, “Get a quote”, or “Book an appointment”. Every page should have one obvious next step.

Citation / directory listingYour business listed on another site

Any place online that lists your business details, such as Yelp, Apple Maps, or a chamber of commerce page. More accurate listings means more ways to be found.

Competitor analysisLooking at what similar businesses do

Checking the websites, listings, and reviews of businesses you compete with, so you can see what they do better and where there's a gap.

ContentThe words, photos, and pages on your site

Everything a visitor reads or looks at. Helpful content answers the questions customers ask before they buy.

ConversionA visitor becoming a lead or customer

Any action you care about: a phone call, a form filled out, a booking, or a purchase. Tracking conversions tells you whether your site actually brings in work.

Email listCustomers who agreed to hear from you

A list of people who gave you their email so you can send offers and updates. It’s one of the few audiences you actually own.

Follow-upGetting back to an enquiry

How quickly and consistently you reply to a new enquiry. Fast replies win far more work than slow ones.

Form fieldsThe boxes people fill in to contact you

Each extra box you ask for lowers the number of people who finish. Ask only for what you truly need to follow up.

Google Business ProfileYour free listing on Google and Maps

The box with your hours, phone number, photos, and reviews that appears on Google Maps and beside local search results. It is often the first thing a local customer sees.

Google Search ConsoleGoogle’s free report on your site

A free Google tool that shows which searches brought people to you, which pages Google has trouble reading, and where you rank.

Heading (H1)The main headline on a page

The biggest piece of text at the top of a page. One clear main heading per page helps both customers and search engines understand the page.

IndexingBeing included in Google

Google has to find and save a copy of your page before it can show it to anyone. If a page isn’t indexed, it can’t appear in search results at all.

Internal linkA link from one of your pages to another

A link inside your own site, such as a service page linking to your contact page. It helps visitors move around and helps Google find your pages.

KeywordWhat a customer types into search

The words people use when they look for a business like yours, such as “plumber near me” or “wedding cake bakery”. Your pages should use the same words your customers use.

Landing pageThe page someone arrives on

The first page a visitor sees, often from an ad or a search result. It should match what they were looking for and make the next step easy.

LeadA potential customer who reached out

Someone who called, filled in a form, or messaged you. Leads are what most small business websites are really measured on.

Local packThe map results with three businesses

The small map and three business listings Google shows for local searches. Getting into it usually depends on your Google listing, reviews, and location details.

Meta descriptionThe summary under the search result

One or two sentences under your link on Google. It doesn’t change your ranking, but a clear description makes more people click.

Mobile-friendlyWorks well on a phone

Text is readable, buttons are easy to tap, and nothing runs off the edge of the screen. Most people will visit your site from a phone.

NAP consistencySame name, address, phone everywhere

Your business name, address, and phone number should be written the exact same way on every site that lists you. Mismatches confuse Google and customers.

Page speedHow fast your site loads

How long a visitor waits before your page appears. Slow pages, usually caused by very large images, lose customers before they read anything.

Page title (title tag)The clickable headline in search results

The short line of text that appears as the blue link on Google and in the browser tab. Each page should have its own title that says what the page is about.

RankingWhere you appear in search results

Your position on the results page for a given search. Page one matters most; almost nobody looks past it.

Reviews / ratingsWhat customers say publicly

Star ratings and written feedback on Google and other sites. Recent reviews and your replies to them build trust and can help local rankings.

SEOSearch engine optimization

The work you do so your business shows up when someone searches for what you sell. It covers your website wording, your Google listing, and links from other sites.

Service area pageA page for each town you serve

A page written for a specific city or neighborhood you work in, so people searching that area can find you.

SitemapA list of your pages for search engines

A simple file that lists every page on your site so search engines don’t miss anything. Most website builders create one for you.

SSL / HTTPSThe padlock in the address bar

A security certificate that keeps information sent through your site private. Without it, browsers warn visitors that your site is “not secure”.

TrafficVisits to your website

The number of people who land on your site. “Organic traffic” means they arrived from a normal, unpaid search result.

Trust signalsProof that you're a real, reliable business

Things like a real address, photos of your team, licenses, guarantees, and testimonials. They reassure a first-time visitor.