The Marketing Dictionary
SEO and digital marketing glossaryWhat is Scrum?
Scrum is a project management technique which is commonly used for web development projects. The workload is organised over a series of short development cycles known as sprints. A scrum task board provides a visual display of the progress of the scrum team during a sprint.
What is Search Intent?
Search intent is the user’s intent when conducting a search on a search engine. Each keyword has an intent. And search intent assists you in understanding why a keyword is searched. The intent falls into four categories: transactional, commercial, navigational, and informational.
What is SSI?
SSI stands for Server Side Includes. Server Side Includes allow web developers to include some limited dynamic content within static HTML pages.
An example of an SSI would be a ‘last updated’ field which automatically plugs in the date that the page was amended. SSIs may also be used to create headers and footers which are applied to every page on a website. This enables you to easily make changes to the header and footer by editing a single file which is applied across every webpage.
What is SSL Certificate?
SSL stands for Secure Sockets Layer. An SSL certificate is a data file installed on a web server that provides authentication and enables an encrypted connection.
An SSL certificate is needed to activate the padlock symbol in the browser and allow the use of the https protocol. This reassures the user that the connection is secure and that personal information cannot be stolen.
Websites with an SSL certificate and which use the https protocol generally rank better in search engine results and have a better conversion rate due to enhanced customer trust.
What is Structured Data?
In SEO, structured data usually refers to implementing markup on a webpage to provide additional details about the content of the page.This markup helps search engines to understand the content and enables a website to benefit from enhanced search results such as rich snippets, rich cards, carousels and knowledge boxes.
There are standardised formats (syntaxes) of structured data which are supported by search engines. These are:
- Microdata
- JSON-LD
- Microformats
There are also two different vocabularies: Schema.org (which can be used with Microdata and JSON-LD) and Microformats.org (which is used with Microformats).
The most commonly used approach to structured data for SEO purposes in Schema.org with JSON-LD.
What are Seed Keywords?
Seed keywords, (also known as head keywords), are the primary keywords that are most relevant to a business. They typically consist of one or two words. Seed keywords can be combined with modifiers to create long-tail keywords.
What are Sponsored Links?
A sponsored link is a link which somebody has paid for. In 2019, Google introduced the sponsored link attribute (rel="sponsored”), which is a way of labelling that a link has been paid for as part of an advertising campaign.
A sponsored link is similar to a nofollow link in that it does not have the same SEO benefits as a dofollow link.
What is Schema?
Schema is microdata. It can be added to a webpage to create an enhanced description that appears in search results. It helps search engines better understand the information on your website.
What is a Sitemap?
A sitemap is a list of pages on a website. There are two types of sitemaps, HTML and XML.
What is Schema Markup?
Schema markup (which can be found at Schema.org) is a vocabulary of tags which can be added to HTML to improve the way that search engines read and understand webpages. Schema markup can be used to facilitate rich snippets in search results. These results often appear more prominently than standard search results, and so can have a higher click-through rate.
What is Srcset?
Srcset is a HTML attribute which defines multiple sizes of the same image. This allows the browser to select the appropriate image source to use for different screen sizes.
