Below you can find the meaning & explanations of the most common terminology used in technical SEO.
The same terminology is also used in our SEO audits that we provide./

How robots.txt file helps us?

Robots.txt is a text file, which is created to instruct Google robots and crawlers how to crawl and index a website. It informs the Google robots about areas, which they are not allowed to scan or process. Robots try to read this text file before fetching any other file from the website. If this file does not exist, Google robots assume that the website owner wishes to provide no specific instructions. Following this, they proceed to crawl the entire site.

What is the use of sitemap.xml?

XML sitemap is a blueprint of your website that helps Google to quickly and easily find all the pages within your website. This is necessary as it is important for all the pages you a website to rank, instead of just the entire website as one domain. Hence, XML informs search engines regarding the pages on your website that should be crawled. While the lack of an XML sitemap is not penalized, implementing one is highly recommended, as it can improve your SEO rankings.


What is a HTML sitemap and what are its uses?

Google rewards websites that are easy to use. In many cases, a website’s rankings have increased because of good user experience. HTML sitemaps enables visitors to find a page on a website easily, thus providing a better user experience. For large websites, multiple HTML sitemaps can be needed, but for small websites, all the information can come on a single webpage.

What is an Image Sitemap?

Google receives numerous image-related search queries on a daily basis. Hence, if you have a lot of images on your site, you should consider creating a separate XML sitemap that contains only the site’s image files. For example, if your company provides insurance, then XML sitemap for images will not help. However, it will be useful for a sign making company that needs to show a number of images to their potential customers.

What are Bread Crumbs?

Breadcrumbs help your website visitors to understand the layout of your business website and quickly scan your content. They help in improving the website’s internal structure and help Google to understand keywords on your website in a logical way.

What is Site speed, the factors that affect it and how to fix it?

Site speed is actually the page speed, which is a measurement of how fast the content on your page loads. In 2010, Google announced website speed as a ranking factor. Besides being a ranking factor, visitors do not like to visit a site where they have to wait for a long time to get results, thus resulting in a loss of potential customers.
Factors affecting site speed:
a. Low quality hosting providers
b. Large-sized Images
c. Un-optimized browsers, plug-ins and apps
d. Numerous ads
e. Externally embedded media
f. Un-optimized Themes
g. Widgets
h. Double-barreled code

What is schema markup and how it helps us in increasing the rankings?

Schema markup helps Google provide more informative results to the users. With a schema markup in place, users can see information about the website like what the company does, where they are and what the costs on the SERPs are. Businesses also use schema markups as a ‘virtual business card’. Statistics say that the websites with schema markups rank an average of four positions higher in the SERPs than those without the markup.

What are Goal conversions and their effects on RIO?

Goals measure how well your website fulfills your target objectives. A goal represents a completed activity, called a conversion, which contributes to revenue generation. Goals can be making a purchase, submitting a contact form and other actionable points. If goals are properly configured, tracked and analyzed, evaluating the effectiveness of online business and marketing campaigns can be properly managed.

What are broken links?

Broken links are also termed as dead links. Broken links are those, which are present on a webpage, and linked to a wrong URL which does not exist. When a person clicks on a broken link, it leads to a 404 page.

What is an effective Meta title and description?

A Meta tag describes important aspects of a webpage’s content. Meta tags should contain keywords which are targeted for the page. Meta tags are preview snippets of a webpage in search engine result pages (SERPs). Length of Meta title is 55-60 characters. Length of Meta description is 150-160 characters.

What is an effective URL structure?

It is a good practice to use short domain names. URLs should not be dynamic. URLs should clearly show the path that has followed. The URL should be simple and easily readable by the user. Including keywords in URL is also considered as a good practice.


What are effective Header tags and their structure?

Header tags are the page title of the webpage. There are 6 types of header tags, which are as follows:

This is heading 1

This is heading 2

This is heading 3

This is heading 4

This is heading 5
This is heading 6

The most commonly used header tags are H1, H2 and H3 tag

What are image alt tags?

Alt tag is also known as alt attribute or Alt description. All product and service images on a website should have alt tags. They should contain the targeted keywords for that image. Every image needs to have a separate alt tag.

What is Trustworthiness and Security?

Building a trustworthy website consists of two components: reputation and security.
Reputation means providing visitors with assurance that your business is a well-known brand, along with the notion that your customers will get their orders on time. Security means providing users with a guarantee that your website is secure. For this reason, Google boosts ranking for sites that use SSL for their checkout pages, login pages and/or any other pages that contain financial, sensitive or personal information.

What are Short tail keywords?

Short tail keywords are search phrases, which consists of only one word. These keywords are generic keywords. They can be combined with other words to make a long tail keyword

What is Href Lang Tags?

Href lang tag tells a search engine about the language, which is being used on a specific page. Href lang tag specifies the language and optional geographic restrictions for a document.

What is SERP position and how are the results displayed?

SERP (Search Engine Result Page) is the result provided to the users after they search a query on search engines such as Google, Yahoo and Bing etc. The user enters their query into the search box (also called as search query and keyword), and depending upon this search engines, the SERP results are displayed.

What is internal linking?

Internal links refers to the link of a page on the website, which leads to another page of the same website. This is mainly used for website navigation and audience engagement. Internal links are also known as inbound links.

What is external linking?

External links are hyperlinks that target different domains rather than the source domain. If we get the external links from high ranking sites, the SERP rankings may improve. External links also known as outbound links.

What are Backlinks of a website and best practices to build them?

When the webpage of a website is hyperlinked with any other page of different websites, the page is called to have a backlink. A webpage with many quality backlinks tends to rank higher on all major search engines such as Google, Yahoo, Bing, etc. The best practice is to get backlinks from relevant (with your domain) and quality sites, and ultimately get good SERP ranking. It is important to have backlinks from relevant websites.

What is duplicate content?

In SEO perspective, the block of content present within or across domains that is considerably same or at least substantially similar is called duplicate content. Duplicate content doesn’t cause your site to be penalized but it may affect your ranking. Google always tries to determine the original source of the content and give them preference. Google prefers also uniqueness and quality of the content.

What is Code to text ratio?

Code to text ratio mainly represents the percentage of content text with respect to the HTML code present in a site’s backend. The code to text ratio plays an important role in SEO, as Google emphasizing a lot on content driven sites. Having a higher code to text ratio than your competitors can result in good on-page optimization.

What are Spammy backlinks?

The backlinks that come from low quality, irrelevant or paid sites are known as Spammy or Bad backlinks. You should check quality of a site before proceeding with any linking processes. Spammy backlinks may cause a lot of harm to your website. To remove such backlinks, you need to disavow them by using Google Webmaster Tool.

What is the importance of blog Creation and on-page content?

There are several reasons to create a Blog section on a website such as:
a. To drive more traffic to your website
b. To increase SERP ranking
c. To improve engagement of readers
d. For branding an industry or a sector, along with developing better customer relationships

Blogging regularly about your business, industry or product in your content with keywords will naturally increase SERP ranking. Most of the search engine prefers unique and fresh content.

What is Canonical and duplicate content?

Canonical tag is basically helps to prevent duplicate content issue. Canonical tag actually tells the search engines, that multiple pages should be considered as one without actually redirecting visitors to the new URL. Search engines use the Canonical tag to tackle duplicate content issues and assign search engine ranking value for that content to a page designated as the “source” URL.

What is Domain Authority?

Whereas PA assesses the likely Google ranking of a single web page, DA measures the likely ranking strength of an entire domain or sub-domain, similar to MozRank and MozTrust. DA, like PA, is also is based on a complex, dynamic algorithm. It can be measured using tools such as Open Site Explorer or the SEP toolbar called MozBar provided free by the SEOmoz, the well-known provider of SEO software. SEOmoz is a private firm that develops specialist, SEO software. It provides customers with easy-to-use tools and online tutorials that make SEO achievable and accessible by everyone. It also provides a robust link

What is Page Authority?

PA is a proprietary metric calculated by SEOmoz to assess the likely ranking strength of a specific, single web page as measured by Google. The focus is an individual web page. The metric is calculated using a complex algorithm. dating the algorithm parameters accordingly.

The bigger the PA score the better; the higher the PA score, the greater the potential for that specific web page to rank well in search results delivered by the Google search engine.The metric is usually calculated as a score out of 100 on a logarithmic scale. In other words, the movement in a PA score reflects proportionate change. A change from 20 to 30 is greater than a change from 70 to 80 and greater still than one from 80 to 90

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