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SEO Glossary

Internet is becoming a real alphabet soup these days...

This glossary lists terms belonging to the field of SEO, UX, LLM, digital marketing, and web content.

To search for a specific term, use your browser's search function, accessible via the keyboard shortcut Ctrl + F on Windows and Linux and Cmd + F on Mac.

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  • A
    A/B Test (A/B testing) : A marketing analysis method that involves comparing two versions (A and B) of an element (web page, title and snippets, CTA...) with two similar audience samples, in order to determine which generates the best conversion.
  • Absolute URL : A URL that contains the complete link to a page, including the protocol (e.g., `https://`).
  • Above the Fold : The content of a web page that can be viewed directly without having to scroll down.
  • Affiliation : A marketing strategy that uses banners or advertising content placed on partner sites, called affiliate sites, to generate traffic and sales.
  • AI (Artificial Intelligence) : The set of theories and techniques allowing a machine to imitate human intelligence processes, such as learning, pattern recognition, and reasoning, in order to perform complex tasks.
  • AIO (AI Overviews) : A Google feature that uses AI to generate summaries directly at the top of the search results page (SERP).
  • AI SEO : The application of artificial intelligence (AI) to automate and optimize ranking tasks, such as keyword research or content analysis.
  • Algorithm : A calculation system used by search engines (SE) to rank web pages from their index based on their relevance to a given query.
  • Alt Tag : An HTML attribute that provides a textual description of an image, useful if the image fails to load.
  • AMP (Accelerated Mobile Pages) : A format developed by Google that allows web pages to display quickly on mobile devices.
  • Anchoring Effect : Cognitive bias where users place disproportionate importance on the first piece of information they receive when making a decision.
  • Anchor Text : The strategic keywords that name a hyperlink.
  • Arpanet : A communication network created in the United States in 1969, considered the ancestor of the Internet.
  • Audience : The set of people targeted (by a marketing campaign, content, media, strategy, etc.).
  • Authority : The perceived quality, usefulness, and relevance of a website, brand, or entity.
  • Authority Score : A trust score given by search engines to a website, based on the quality of its backlinks.
  • BARD (Bidirectional Autoregressive Decoders) : A pre-trained language model architecture that improves text generation for chatbots and virtual assistants.
  • Benchmark : The analysis of a company's competitors, particularly by studying their keywords and their positioning on search engine results pages (SERP).
  • BERT : A Google algorithm update (October 2019) that uses natural language processing (NLP) to better understand the context of words in sentences and, therefore, the user's intent behind their query formulation, improving the relevance of search results.
  • Bing : A search engine (SE) owned by Microsoft and created in 2009.
  • Black Hat SEO : An SEO practice that goes against Google's recommendations and involves manipulating algorithms through unethical techniques (keyword stuffing, cloaking, link farms, duplicate content, etc.) to quickly gain good ranking. It can lead to severe penalties.
  • Blue List : A term designating the list of traditional organic search results, composed of blue hyperlinks on a white page.
  • Blog : A website, or a section of a website, dedicated to the regular publication of thematic articles. A blog can be used as an SEO tool.
  • Blog Post : Short, easily consumable content, aimed at educating the customer or prospect and attracting organic traffic. It is located at the top of the sales funnel, targets long-tail keywords, and most often aims for indirect conversion (newsletter subscription, website discovery, etc.). It often positions itself as a cluster.
  • BoFu (Bottom of the Funnel) : The last stage of the Sales Funnel corresponding to the end of the visitor's journey. This is the moment when they take action and the conversion from prospect to customer occurs.
  • Bot : A computer program (robot) that scans web pages to index them and determine their relevance for given queries.
  • Bounce Rate : The percentage of users who leave your website after viewing only one page.
  • Brand Content : Content created by a company to tell its story and interact with its audience.
  • Branding : Set of marketing actions aimed at creating a strong and recognizable brand image in the minds of consumers.
  • Breadth-First Search : A type of exploration of a results page (SERP) opposite to Depth-First, where the user scans all links before clicking. Following the same model, a crawling strategy.
  • Breadcrumb Trail : A navigation aid in the form of an ergonomic path explaining the relationship between pages and indicating to the user the path traveled and their position in the site's structure.
  • Broken Link : A link that does not function as expected and leads to a 404 not found status code error.
  • C
    CAC (Customer Acquisition Cost) : A marketing indicator that measures the average cost to acquire a new customer.
  • Cache : A technology allowing the temporary storage of a website's content.
  • Caffeine : A Google algorithm update (2010) that transformed how the search engine crawls and indexes the web, allowing for much faster and more comprehensive indexing.
  • Canonical URL : The primary URL for a page, used to tell Google which page to display in search results if the content is very similar across multiple pages. Helps prevent duplicate content issues harmful to SEO.
  • Cannibalization : The phenomenon that occurs when multiple pages on the same website target the same keyword(s), stealing clicks from each other and lowering everyone's ranking.
  • Chatbot : A discussion window on a website that assists customers by answering their questions.
  • ChatGPT : A computer program developed by OpenAI that uses AI to generate textual conversations.
  • Cloaking : An unethical and risky SEO tactic that consists of showing different content to Google and to users in order to deceive the algorithm.
  • CLS (Cumulative Layout Shift) : A metric of the Core Web Vitals that measures the visual stability of a page during loading. A low CLS indicates good stability; a score below 0.1 is recommended for user experience.
  • Click Depth : The number of clicks required to go from the homepage to the desired page on a website.
  • Clickstream Data : Information about a user's navigation on a website, including pages visited and the order of visits.
  • CMS (Content Management System) : Tools that facilitate the design and management of websites and blogs, such as WordPress, Drupal, Shopify, or Wix.
  • Cognitive Biases and Heuristics : Mental processes that influence users' decision-making on the SERP, beyond simple ranking.
  • Community Manager : A web community facilitator who communicates on social networks to increase a company's visibility.
  • Competition : Companies and websites that compete to rank for the same keywords and have the same visibility on the same SERPs.
  • Computer Science : The science of automatic information processing. This discipline is concerned with the design, programming, and use of computers to process and communicate data. It encompasses both theoretical and practical aspects.
  • Content : All information (text, images, videos, etc.) published on a website. Quality content is essential for SEO and user engagement.
  • Cluster : Content that addresses a sub-topic related to a broader theme in a detailed and specific manner, typically part of the overall subject covered by a pillar content.
  • Content Marketing : Management of content published on different digital media in the deployment of a marketing strategy.
  • Content Pillar (Pillar Content) : The centerpiece of a structured content strategy, designed to establish the thematic authority of a site with users and search engines. It is a long, exhaustive, and authoritative resource that provides a comprehensive overview of a central, broad, and crucial topic for the website that publishes it. It serves as a central "hub" from which a whole set of more specific content, the clusters, radiates.
  • Content Quality : Content that is relevant, engaging, and useful to your audience is a major SEO factor.
  • Conversion : Transformation of a visitor into a customer or subscriber.
  • Conversion Rate Optimization (CRO) : A digital marketing strategy that involves optimizing your website to improve your conversion rate.
  • Copywriting : A marketing writing technique oriented towards persuasive and incentive content.
  • Core Updates : General and significant updates to the Google algorithm that do not have a specific name. They occur several times a year and can significantly impact ranking.
  • Core Web Vitals : Three factors (loading speed, interactivity, and visual stability) that Google uses to evaluate a website's quality.
  • CPA (Cost Per Acquisition) : The average cost of each conversion.
  • CPC (Cost Per Click) : The cost of clicking on a paid ad (SEA).
  • CPM (Cost Per Mille) : The cost for one thousand impressions of a paid ad (SEA).
  • Crawl : The process by which search engine robots (bots) explore the web to discover new or updated pages.
  • Crawl Budget : The "budget" of time that Google allocates to crawling the pages of your site, the total number of URLs that a search engine will explore during a given period.
  • Crawler : A software (robot) that analyzes the content of websites.
  • Crawling : The act of exploring a website, for search engine robots.
  • Cross-Channel : A marketing strategy that uses multiple communication channels (physical store, e-commerce site, social networks) in a synchronized way to create a unified customer experience.
  • CSS (Cascading Style Sheet) : A computer code used to define the structure and aesthetics of web pages, decisive for user experience (UX).
  • CTA (Call-To-Action) : A button on a web page that encourages the user to perform an action (buy, click, subscribe, etc.).
  • CTR (Click Through Rate) : The click-through rate, which is the ratio between the number of times a page is displayed (impressions) and the resulting number of clicks.
  • D
    DA (Domain Authority) : A score out of 100 that indicates the likelihood of a website ranking well in search results.
  • De-index : When one or more web pages are removed from a search engine's index.
  • Deliverable : A specific result, product, or service, tangible or intangible, that must be provided to a client or stakeholder at the end or at a stage of a project. It is the expected outcome of a task or work phase. Examples in the marketing field: blog article, audit report, action plan, etc.
  • Delisting : The process of asking Google to stop displaying content that harms a company or an individual on search results.
  • Density : The percentage of strong keywords contained in a web page, which is an important indicator for ranking.
  • Depth-First Search : User behavior consisting of prioritizing the exploration of one path or branch of a website to its end before exploring another. On the SERP, this behavior is opposed to Breadth-First. Depth-First is also a crawling method used by robots.
  • Digital Experience Platform (DXP) : A set of technological components that ensures a personalized experience for users across different digital channels.
  • Disavow : An action consisting of reporting sites containing backlinks to yours to ask the algorithms not to take them into account for your ranking. "Disavow a link" is also a Google tool developed for this purpose.
  • Domain : A web address that ends with an extension such as .org, .com, or .net.
  • Domain Authority : The perceived quality, usefulness, and relevance of a domain.
  • Dofollow : An HTML attribute that allows search engines to pass the authority, or credibility, of a link. By default, all hyperlinks are "dofollow".
  • Duplicate Content : Copied or very similar text from one web page to another, which can penalize the site's ranking.
  • Duplicate Content : The English term for "contenu dupliqué".
  • Dwell Time : The time a user spends on a site after clicking a link in the search results. It is an indicator of the site's relevance.
  • Dynamic Content : Content that changes based on the user viewing it.
  • E
    E-book : A complete, educational, and visual guide, aimed at lead generation. It is usually protected by a form intended to collect prospect contacts and serves to educate the audience at the beginning of the sales funnel.
  • E-commerce : A type of website or business that sells products online.
  • E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) : Fundamental criteria used by Google raters to evaluate the quality of a page. It is a major SEO factor.
  • Earned Media : Any publicity obtained naturally, without payment, such as social media shares or blogger mentions.
  • E-reputation : The reputation of a person, brand, or company on the internet.
  • Editorial Calendar : A planning tool for marketing and communication actions, such as posts, articles, and newsletters.
  • External Link : A link from a page on your site to a different website or domain.
  • F
    FAQ (Frequently Asked Questions) : A section on a website that lists the most frequent user questions to provide answers.
  • Link Farm : A spam tactic that involves creating links between multiple websites to try to improve their ranking.
  • FID (First Input Delay) : A metric of the Core Web Vitals that measures the responsiveness of a web page to the user's first click or interaction.
  • FMOT (First Moment of Truth) : The stage where a consumer searches for information about a product online before purchasing it. It is decisive for conversion.
  • Fred : A Google algorithm update (March 2017) that targeted websites overloaded with low-quality advertisements or affiliate links. Its goal was to penalize content created primarily to generate advertising revenue rather than to help the user.
  • Freshness : Fresh content is content that has been recently published.
  • G
    GEO (Generative Engine Optimization) : The set of techniques aimed at adapting and optimizing web content for AI-enriched search experiences (Featured Snippets, AIO, etc.), in order to generate traffic via AI citation. GEO can be compared to an SEO adapted to the new configuration of SERPs, now powered by AI, where the positioning of links (rank) has lost importance.
  • Geographic Targeting : A digital marketing strategy that aims to reach users in a particular geographic area.
  • Google : The most widely used search engine in almost every country in the world.
  • Google Answer Box : Another, older, and less commonly used term for Featured Snippets.
  • Google Analytics : A service that allows measuring and analyzing a website's audience and traffic.
  • Google Page Experience : A set of signals used by Google to measure the quality of the user experience on a web page. This includes the Core Web Vitals, mobile-friendliness, and HTTPS security.
  • Google Partner : A Google program for digital marketing and advertising agencies.
  • Google Penalties : Negative consequences on the ranking of websites whose content does not comply with Google's search and marketing practices.
  • Google Search Console (GSC) : A complementary tool to Google Analytics that helps analyze a site's traffic, manage its indexing, and optimize its content and links.
  • Google Vicinity : A local search algorithm update (2021) that strengthened the consideration of the physical distance between the user and a local business in search results.
  • Googlebot : The name of Google's crawling system used to discover web pages and add them to Google's index.
  • Grey Hat SEO : Referencing techniques that fall into a gray area, potentially as effective as they are risky.
  • Growth Hacking : The use of marketing techniques to quickly increase a company's revenue.
  • H
    Halo Effect : A cognitive bias where a person's general impression of an entity influences their judgment of that entity's specific characteristics.
  • Helpful Content Update : A Google update (August 2022) aimed at promoting content created to help internet users, rather than content optimized for search engines. It penalizes low-quality content, written by humans or AI, that does not meet the user's search intent.
  • Home Page : The homepage of a website. It is often the first page visitors see and the starting point for navigation.
  • HTML : A computer coding that defines the visual characteristics of a website, such as formatting and hyperlinks.
  • HTTP : Hypertext Transfer Protocol refers to how data is sent from a website's server to a user's browser.
  • HTTPS : Hypertext Transfer Protocol Secure uses an SSL (Secure Socket Layer) certificate to ensure that all data and information entered on a website is secure.
  • Hummingbird : A major algorithm update (August 2013) focused on understanding complex search queries and natural language, rather than individual keywords.
  • I
    Image Compression : The process of reducing the size of image files without decreasing image quality, in order to improve page loading speed.
  • Impressions : An impression is a display. Impressions correspond to the number of times an ad or a web page is displayed, and can therefore be seen.
  • Inbound Link : A link pointing to your website and coming from an external website.
  • Inbound Marketing : A marketing strategy that involves attracting potential customers to your site, particularly by creating quality content, rather than seeking them out.
  • In-Depth Article : Long-form content aimed at establishing in-depth expertise on a complex subject. It typically serves as a pillar page in a site's SEO strategy, positioning itself in the middle of the sales funnel to reassure and convince the visitor.
  • Index : A collection of web pages and websites that a search engine uses to generate search results.
  • Indexability : The ease with which search engines discover a web page and add it to their index.
  • Indexing : The process by which search engines analyze and store a website's content in their database so that it can appear in search results.
  • Information Architecture : The discipline of structuring and presenting the content and pages of a website in a logical and usable manner.
  • Internal Link : A link from one page on your site to another page on your site.
  • Internal Linking : The set of links that connect the different pages of the same website.
  • Internet : A global computer network that connects billions of computers and other devices via a telecommunication infrastructure.
  • J
    JSON-LD (JavaScript Object Notation for Linked Data) : A lightweight, JavaScript-based data format used to encode structured data. It is the format most recommended by Google for implementing the Schema.org vocabulary and creating rich results (rich snippets).
  • K
    Keyword Research : The process of identifying the words or phrases that an audience or persona searches for online.
  • Keyword Stuffing : A Black Hat SEO technique to attract the attention of search engines by excessively using keywords.
  • Keywords : Terms or phrases that users type into the search bar. Keyword optimization is a central technique of SEO.
  • Knowledge Graph : Google's semantic database used to display facts and information in the form of a Knowledge Panel.
  • Knowledge Panel : An information box in the SERP that provides a summary of information about an entity (person, place, organization) from the Knowledge Graph.
  • KPI (Key Performance Indicator) : Key Performance Indicator. It is a measure used to evaluate the effectiveness of an action or strategy.
  • L
    Landing Page : A web page designed with a specific objective, often to encourage the visitor to take a specific action (CTA).
  • LCP (Largest Contentful Paint) : A metric of the Core Web Vitals that measures the loading time of the largest visible content element on the page, such as an image or a block of text.
  • Lead Magnet : Free content or resource (ebook, webinar, etc.) offered on a site in exchange for contact information.
  • Link : A clickable path from one web page to another.
  • Link Burial : A ranking technique consisting of hiding low-quality content by mass-creating new optimized content.
  • Link Equity : The transmission of value or authority ("link juice") from one web page to another via a link.
  • LLM (Large Language Model) : An artificial intelligence model trained on immense volumes of textual data to understand, generate, and predict natural language, enabling conversational or editorial interactions.
  • Local Pack : A feature of the SERP that displays a map and a list of three local businesses relevant to a geolocated search query.
  • Long Tail Keyword : A very specific search phrase, composed of multiple words. These keywords generate less search volume but much more targeted and qualified traffic.
  • Loss Aversion : Cognitive bias where the fear of losing something is more powerful than the appeal of gaining something of equivalent value. Used in marketing to reassure and attract the user.
  • M
    Master Spin : A Black Hat SEO technique consisting of creating a source text and using software to generate multiple slightly different versions to avoid duplicate content.
  • Medic Update : An algorithm update (August 2018) that heavily impacted websites in the health, finance, and e-commerce domains (YMYL - Your Money or Your Life). It strengthened the importance of E-E-A-T criteria (Experience, Expertise, Authoritativeness, Trustworthiness).
  • Meta Description : A brief summary of a page's content integrated into its HTML code, which is displayed to users on the results page, in place of the snippet.
  • Metrics : Measurable indicators used to evaluate the performance of a strategy or campaign and adjust actions accordingly.
  • Mobile-Friendly : A website's ability to be responsive, meaning to display and function correctly on mobile devices. It is an important ranking criterion for SEO.
  • MoFu (Middle of the Funnel) : The intermediate stage of the Sales Funnel, during which the visitor is interested but still needs to be informed and reassured before making a decision and taking action.
  • MUM (Multitask Unified Model) : A powerful algorithm capable of understanding complex information across different formats (text, images, etc.) and languages to answer complicated queries.
  • N
    Natural Referencing : See SEO.
  • Negative SEO : The practice of deliberately trying to lower the ranking of another website.
  • Netlinking : An SEO strategy consisting of obtaining quality backlinks from other websites to improve the site's authority and visibility.
  • Niche : A specific or specialized area of interest.
  • Nofollow : An HTML attribute that tells search engines not to pass the authority of a link.
  • O
    Off-Page SEO : Optimization of factors external to the website to improve its ranking, such as backlinks, social media sharing, and online reputation.
  • On-Page SEO : Optimization of elements within a website (titles, content, Hn tags, etc.) to improve its ranking in search engines.
  • Organic Traffic : Visitors coming from non-paid search engine results.
  • Outbound Marketing : Traditional marketing strategy where the company sends advertising messages to seek out customers (advertising, telemarketing). Opposed to Inbound Marketing.
  • Owned Media : The communication channels that a company owns and controls (website, blog, social media profile).
  • P
    PAA (People Also Ask) : A feature of the SERP that displays a list of questions related to the user's initial query. Each question can be expanded to reveal a snippet answer.
  • Page Speed : The speed at which a page loads and displays in a browser.
  • PageRank : A historical Google ranking algorithm that assesses the importance of a web page based on the quality and number of backlinks pointing to it.
  • Paid Search : Paid advertisements that appear above and below organic search results.
  • Paid Referencing : See SEA.
  • Panda : A Google algorithm update (February 2011) that targeted poor-quality websites, notably those with thin content and duplicate content. Deployed when Black Hat SEO was gaining momentum, Panda had a major impact on the SERPs.
  • Penguin : A Google algorithm update (April 2012) that penalized Black Hat SEO practices, notably artificial backlinks and link farms.
  • Persona, or Buyer Persona : A semi-fictional representation of an ideal customer, based on demographic and behavioral data and assumptions.
  • PDP (Product Detail Page) : A page on an e-commerce site designed to provide detailed information about a specific product.
  • Possum : A local search algorithm update (September 2016) that improved the relevance of local results by filtering businesses that shared the same address and making the user's physical location more decisive for ranking.
  • Product Description : Very short content positioned at the end of the sales funnel and aimed at immediate conversion. It is a concise and persuasive presentation of the benefits of an offer, including a clear call-to-action (CTA).
  • Product Widget : A content block on a website that displays product information (price, reviews, availability). This information can be included in the rich snippets that appear directly on the SERP.
  • Q
    Qualified Lead : A potential customer who has been assessed as an ideal customer.
  • Quality Link : A backlink coming from a website that is authoritative or trustworthy.
  • Quick Wins : Low-effort, high-impact SEO actions that can generate rapid improvements in visibility and organic traffic.
  • R
    Rank : The position of a page in the organic search results for a query.
  • RankBrain : An artificial intelligence component of the Google algorithm (October 2015) that helps interpret ambiguous search queries and find the most relevant pages.
  • Ranking Factor : A specific criterion or element that affects your website's ranking in search results.
  • Referencing/Ranking : The set of techniques aimed at positioning a website in search engines. It est divided into natural referencing (SEO) and paid referencing (SEA).
  • Relative URL : A URL that contains a part of the link that is relative to the current location of the page.
  • Reputation Management : The practice of influencing what people think of your company or brand.
  • Responsive Design : A type of web design that allows websites to adapt to the size of the user's screen, especially smartphones.
  • Rich Snippets : Enhanced search results (SERP) that display additional and visually appealing information (reviews, stars, price, images, FAQ) extracted from a page's Schema.org structured data, thereby increasing the click-through rate (CTR).
  • Robots.txt : A website file that tells search engines which pages to crawl or ignore.
  • ROI (Return on Investment) : The ratio between money earned and the total cost of the campaign.
  • S
    Sales Funnel : The set of steps a user goes through to be converted into a customer. The stages are ToFu, MoFu, BoFu, and loyalty.
  • Schema Markup : A type of structured data markup that helps search engines better understand the content of the page.
  • Schema.org : A standardized schema structured markup vocabulary, created and maintained by a collaborative community. It allows search engines to understand the content and context of web pages in order to display rich results (rich snippets).
  • SEA (Search Engine Advertising) : Search engine marketing or paid referencing, is a set of online marketing techniques to promote a website by increasing its visibility on search engines through paid advertisements.
  • Search Engine : A computer program designed to help users find information on the web by scanning and indexing websites. The most well-known are Google, Yahoo!, Bing, and Duckduckgo.
  • Search Intent : The user's goal when typing a query into a search engine.
  • Search Query : A query composed of multiple words.
  • SEM (Search Engine Marketing) : Search engine marketing is the process of marketing a company in search engines to increase traffic to a website. It includes SEO and SEA.
  • Semantics : The study of the relationship between words, concepts, and ideas, which is increasingly used by search engines to understand the context of queries.
  • Semantic Field : The set of words revolving around a main keyword to enrich the content of a page.
  • Semantic Cocoon : The organization of a website's pages by linking them together with keywords to respond to the audience's queries.
  • Semantic Optimization : A web writing strategy that consists of not focusing only on a main keyword, but enriching the content with related vocabulary and expressions to improve its relevance in the eyes of search engines.
  • SEO (Search Engine Optimization) : Search engine optimization, or natural referencing, is a set of techniques aimed at improving a website's visibility in organic (free) search results.
  • SERP (Search Engine Result Page) : The page that appears in your browser when you type a query into a search engine's search bar.
  • SGE (Search Generative Experience) : The first version of Google's SERPs powered by AI. "SGE" specifically refers to an experimental environment designed with synthesized, AI-generated answers that appear directly on the SERPs, above classic organic links. Today, this experimental environment has become the norm and the face of modern SERPs. Although the use of the acronym SGE to refer to the modern SERP and its various AI-generated elements (Featured Snippet, AIO, etc.) remains common, it is a misuse of language.
  • Short Tail : A query of fewer than three keywords.
  • Sitemap : An XML file on your website that helps search engines find and index all the important pages of your site.
  • Snippet : An excerpt from a web page that appears under the link on the results page (SERP). A snippet can be defined by the meta description tag in a page's HTML code, or generated by the search engine.
  • Social Network : A platform that allows users to connect, share information, and interact with each other.
  • Social Proof : A phenomenon where people rely on the actions of others to determine the appropriate behavior. On the SERPs, social proof acts notably via rich snippets (stars, customer reviews, etc.) and a site's reputation.
  • Spam : Any irrelevant, unwanted, useless, or poor-quality content.
  • SSL (Secure Sockets Layer) : A security protocol that ensures an encrypted link between the web server and a browser.
  • Structured Data : A type of HTML code organization that helps search engines better understand and index the content of a page.
  • T
    Technical SEO : The process of optimizing the most technical elements of your website for search engines.
  • Thin Content : Content that offers very little value to the user, usually due to lack of text, relevance, or quality. This content is often targeted by algorithm updates and demoted.
  • Time on Page : The duration a user stays on a page.
  • Title Tag : The title of a web page that appears in the search results (SERP) and in the browser tab.
  • ToFu (Top of the Funnel) : The first stage of the Sales Funnel aimed at creating the need and the search for solutions in the customer.
  • Traffic : The volume of users visiting a website.
  • U
    UGC (User-Generated Content) : Any content (testimonials, images, videos, reviews, discussions, etc.) created and published by a brand's consumers or customers.
  • URL (Uniform Resource Locator) : A website address that is used to locate pages and content.
  • URL Parameter : Characters added to a URL to determine the source of traffic.
  • User Experience (UX) : The overall experience of a website user.
  • V
    Voice Search : Voice-controlled technology that allows users to speak directly into a device's microphone to perform an online search on a search engine.
  • W
    Website Speed : The loading speed of pages on your site.
  • White Paper : A long, formal, and academic document, designed to generate highly qualified leads. It is usually protected by a form aimed at collecting user data and demonstrates a rigorous technical solution aimed at informing and convincing. It is positioned at the beginning or middle of the sales funnel.
  • White Hat SEO : SEO methods compliant with search engine guidelines. Opposed to Black Hat SEO.
  • WordPress : A popular content management system (CMS) and blogging platform.
  • World Wide Web (WWW) : A public hypertext system operating on Internet, allowing pages to be viewed via a browser. The WWW is one of the main applications of Internet, providing access to websites, documents, and resources interconnected by hyperlinks.
  • Z
    Zero-Click Searches : Searches where you find your answer directly on the SERP results page, without having to click on another site. This happens when Google displays information such as weather or word definitions.
  • ZMOT (Zero Moment of Truth) : The phase of discovery and awareness of a product or offer, when the consumer undertakes online research before purchasing.
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