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Published: May 26 2023

Ewelina Wróbel

26 May 2023

22 Must-Know SEO and Content Terms

When it comes to SEO and content marketing, there are several key terms and concepts to be familiar with. SEO, or search engine optimization, refers to a set of techniques and tactics designed to increase the visibility and ranking of content on search engine results pages (SERP). SEO content, then, is content that is created with the goal of improving search engine rankings and driving traffic to a website.

Some essential SEO terms to be aware of include keywords, which are the words or phrases that users enter into search engines to find content; backlinks, which are links from other websites that point to your content; and meta tags, which provide information to search engines about the content of a web page. In addition to SEO, digital marketing is another important aspect of online marketing.

Content marketing involves creating and sharing valuable, relevant content with the goal of attracting and retaining a specific audience and ultimately driving profitable customer action. Some key concepts and terms related to content marketing include buyer personas, which are detailed descriptions of a brand's typical customers; content calendars, which help marketers plan and organize their content marketing efforts; and calls to action, which encourage readers to take a specific action after consuming content.

By understanding these basic vocabulary terms and concepts, marketers can create effective SEO and content marketing strategies to reach their target audience and achieve their business goals.

Check out our glossary for content marketers and marketing teams!

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Content marketing glossary—terms you need to know


Content marketing is a strategic marketing approach that involves the creation and distribution of valuable, relevant, and consistent content with the goal of attracting and retaining a clearly defined audience and ultimately driving profitable customer action. To help navigate the world of content marketing, it's important to be familiar with some key content marketing terms and concepts. 

1. Audience 

In content marketing, the audience refers to the group of people or individuals who are the intended recipients of the content being produced. This audience can be segmented based on demographic, psychographic, or behavioral factors to determine the type of content that will resonate most with them.

Creating content that resonates with your target audience is a critical component of a successful content marketing strategy. By understanding your audience's needs, interests, and preferences, you can create content that is not only entertaining but also educational, informative, and valuable to the audience. Therefore, identifying and understanding the audience is the second step in building a successful content marketing strategy. It is essential to tailor content to the specific audience's needs and preferences to ensure that they engage with the content and, ultimately, convert into loyal customers.

2. Content Brief

A content brief is a document that provides writers or creators with a set of guidelines, requirements, and recommendations to follow while creating a piece of content. A content brief is an important component of content marketing, as it helps ensure that the content meets the intended goals and requirements of the marketing campaign. The content brief typically includes basic requirements such as the topic, format, and length of the content, as well as more specific instructions regarding voice, tone, and style. 

3. Content Management System 

A content management system (CMS) is a software application that facilitates the creation, organization, and publishing of digital content.

A CMS enables multiple contributors to collaborate on content creation, editing, and publishing in a streamlined and efficient manner. This can be beneficial for businesses that have a large volume of content to manage and publish regularly. A CMS can also help teams organize their content and make it easier to access and reuse across different platforms and devices. A CMS typically features a user-friendly interface that allows users to create and edit content without the need for technical expertise. This makes it easier for non-technical team members to contribute to content creation and management, which can save time and resources.

4. Content Marketing

Content marketing is a strategic marketing approach that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and drive profitable customer action. Content marketing aims to provide customers with useful information that helps them solve their problems or answer their questions, rather than simply promoting a product or service.

To create effective content marketing, it is essential to develop a content strategy that aligns with your overall marketing goals and target audience. This includes identifying the topics and formats that will resonate with your audience, as well as the channels and platforms where you will distribute your content. 

5. Content Strategy

Content strategy is a high-level plan for creating and distributing content to achieve specific business goals and engage with a target audience. It involves developing a framework for content creation, publication, and distribution that aligns with the brand's overall marketing goals and objectives. In other words, content strategy is the process of creating, publishing, and managing content that aligns with a brand's marketing goals and objectives.

A well-designed content strategy can help businesses establish themselves as thought leaders in their industry, build brand awareness, and ultimately drive engagement and revenue. By providing valuable, relevant, and consistent content to the target audience, a brand can establish trust and loyalty with its customers.

6. Keywords

Keywords are a fundamental aspect of content marketing that plays a crucial role in helping businesses reach their target audience through search engines. Simply put, keywords are specific words or phrases that users type into search engines to find relevant content for their queries. Keyword marketing is often used as part of a larger search engine optimization (SEO) strategy to advertise products and services on the Internet. In content marketing, high intent keywords are used to optimize website content, blog posts, and other online material to improve their search engine ranking. 

7. Organic Search

Organic search refers to the process of naturally appearing in search engine results pages (SERPs) without the use of paid advertising. In the context of SEO and content marketing, organic search is a critical factor in driving website traffic and increasing visibility. According to recent studies, organic search is the biggest source of website traffic, making it an essential metric for content marketing performance.

Organic search engine optimization (SEO) is the process of optimizing your website to show up higher on the SERPs naturally, without the use of paid advertising. This process involves many techniques such as keyword research, on-page optimization, link building, and content creation. If you want to take care of your site's SEO optimization, get to know our tool—SEO Analyzer

8. Email marketing

Email marketing is a digital marketing strategy that involves sending promotional messages or updates to a targeted audience via email. It is a powerful marketing channel that enables businesses to reach prospects directly, build relationships, and promote their products or services.

Email marketing is a cost-effective way to stay top-of-mind with customers and keep them informed about your latest offerings, promotions, and updates. By building and maintaining an email list of interested subscribers and verifying email addresses, businesses can deliver targeted and personalized messages that resonate with their audience and drive engagement.

Email marketing can take many forms, including newsletters, promotional emails, welcome emails, event invitations, and more. These emails can be customized to suit the needs and preferences of different segments of your audience, allowing you to tailor your messaging and offers to specific groups and demographics. 

9. SERP (Search Engine Results Page)

A search engine results page (SERP) is the page that appears after a user enters a query into a search engine, such as Google or Yahoo [1]. In the context of SEO and content marketing, SERPs are an essential factor in driving website traffic and increasing visibility.

Search engine optimization professionals, or SEOs, specialize in optimizing web content and websites to rank more highly in organic search results. This involves various techniques, such as keyword research, on-page optimization, link building, and content creation, to improve the search engine ranking of a website.

When a user enters a query into a search engine, the search engine algorithm scans the web to find the most relevant web pages based on the user's search. The search engine displays these results on the SERP in order of relevance, with the most relevant pages appearing at the top of the page. SERPs provide various features, such as featured snippets, knowledge graphs, and rich snippets, to help users find the information they need more easily. In conclusion, understanding SERPs is critical for businesses that want to improve their online visibility. 

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10. Meta Tags

Meta tags are snippets of text that provide information about a web page's content to search engines and website visitors. These tags are written into the HTML code of a webpage and do not appear on the page itself. Meta tags provide a brief summary of what a particular webpage is about, including its topic, keywords, and description.

The tag is an HTML tag that is used to define metadata about an HTML document. Metadata is data or information about data. Meta tags are inserted into the section of an HTML document to provide information that is not visible on the page but is intended for search engines and other web crawlers. For instance, the title tag is a type of meta tag that provides a brief, descriptive title of a webpage and appears in the search engine results pages (SERPs) as the clickable headline for that page. 

11. Backlinks

Backlinks are links that point from one website to another. They are also known as inbound links, incoming links, or simply links. Backlinks are essential for SEO because they serve as a "vote" of confidence from one website to another. Search engines like Google use backlinks as a way to determine the authority and relevance of a webpage. The more high-quality backlinks a webpage has, the more likely it is to rank higher in search engine results pages (SERPs).

Backlinks play an important role in most search engine algorithms because they provide a way for search engines to evaluate the popularity and credibility of a website. When a website with high authority links to another website, it is essentially vouching for the quality and relevance of the content on that site. This can help to boost the search engine ranking of the linked site and improve its visibility in search results.

Building a strong backlink profile is an essential part of any SEO strategy. It involves creating high-quality content that other websites are likely to link to, as well as actively seeking out opportunities for backlinks through tactics such as guest blogging, broken link building, and outreach to influencers and industry leaders. A backlink from a high-quality site in the same industry as your website can help to build authority and improve your search engine ranking.

12. On-Page Optimization

On-page optimization, also known as on-site optimization, refers to the process of optimizing individual web pages to rank higher in search engine results and earn more relevant traffic.

It involves optimizing various elements on a web page, including title tags, content, internal links, URLs, meta descriptions, and alt text, among others. The primary goal of on-page optimization is to make sure that each page on a website is optimized in a way that search engines can easily understand what it is about and rank it accordingly. Some of the essential on-page optimization techniques include optimizing title tags and meta descriptions to make them more descriptive and compelling, using relevant keywords in page titles, headers, and body content to help search engines understand the page's topic, optimizing images with alt text to make them more accessible and understandable to search engines, and using internal links to help users navigate the site and improve the site's crawlability.

13. Off-Page Optimization

Off-page optimization, as the name suggests, refers to the SEO techniques that are applied outside of a website to improve its search engine ranking and visibility. Unlike on-page optimization, which focuses on optimizing the content and other elements of a webpage, off-page optimization involves improving the perception of a website's popularity, relevance, trustworthiness, and authority.

The most common off-page optimization technique is link building, which involves acquiring high-quality backlinks from other websites to your site. This is because search engines like Google consider backlinks as a vote of confidence from one website to another, indicating the popularity and authority of the linked website. Other off-page optimization techniques include social media marketing, guest blogging, influencer outreach, and online reputation management. Social media marketing involves promoting your website on various social media platforms (including reposting Instagram stories) to increase visibility and attract more traffic. 

14. Domain Authority

Domain Authority (DA) is a search engine ranking score that predicts how likely a website is to rank in search engine result pages (SERPs). It is developed by Moz, a leading SEO software provider, and is based on various factors such as the quality and quantity of backlinks, the relevance and authority of the content, the overall user experience, and more. The DA score ranges from 0 to 100, with higher scores indicating a higher likelihood of ranking in SERPs.

Websites with a high DA score are generally considered to be more authoritative and trustworthy, which can result in higher search engine rankings and more organic traffic. Other SEO software providers, such as Semrush and Majestic, also offer similar metrics to measure the quality and SEO performance of a domain or webpage, such as the Authority Score and Flow Metric Scores.

15. PageRank

PageRank, as defined by Google, is an algorithm used to determine the relevance and importance of a web page in relation to other web pages on the Internet. PageRank is based on the number and quality of links that point to a web page, as well as the relevance and authority of the content on the page.

It was first developed by Google co-founder Larry Page and was initially used as a way to measure the importance of academic papers. However, since then, it has become a critical factor in Google's search engine ranking algorithm. The PageRank algorithm assigns a score to each web page, based on the quantity and quality of links pointing to it.

Pages with a higher PageRank score are considered to be more authoritative and relevant and are therefore more likely to rank higher in search engine results pages (SERPs). The score is calculated by analyzing the link structure of the web, taking into account factors such as the number of inbound links, the authority of the sites that link to the page, and the relevance of the content on the page. It is important to note that while PageRank is still a ranking factor for Google, it is no longer the primary factor.

Google now uses a complex algorithm that takes into account many other factors, such as the quality and relevance of the content, the user experience, and the website's overall authority and trustworthiness.

16. CTR (Click-Through Rate)

Click-through rate (CTR) is a metric used to measure the effectiveness of digital marketing campaigns, specifically in terms of how often users click on a particular ad or link. CTR is calculated by dividing the number of clicks an ad or link receives by the number of impressions, or views, it receives. For example, if an ad is shown 1000 times and receives 50 clicks, its CTR would be 5%. In email marketing, CTR is calculated by dividing the number of clicks on a link within an email by the number of emails delivered.

It is important to note that the difference between "emails delivered" and "emails sent" is also essential in calculating the CTR accurately. A high CTR indicates that a significant percentage of users who saw the ad or email found it compelling and clicked through to learn more or take action. Improving CTR is crucial for the success of digital marketing campaigns. 

17. Long-Tail Keyword

Long-tail keywords are specific, highly targeted phrases that are longer and more specific than commonly used keywords. These phrases typically contain three or more words and are used to target a particular niche audience. Long-tail keywords are a crucial aspect of search engine optimization (SEO) and can help businesses improve their online visibility and attract more targeted traffic to their website.

The phrase "long tail" is a visual metaphor for the shape of a distribution graph. If we were to create a graph of web-wide keyword popularity, a few words would have a very high search volume, while many more words would have a much lower search volume, creating a long tail shape. By targeting these less commonly used long-tail keywords, businesses can attract highly targeted traffic to their website, which is more likely to convert into leads or sales. For instance, suppose a business is selling handmade soaps and wants to improve its online visibility. 

18. Alt Text

Alt text, also known as "alternative text" or "alt tags," is a description of an image that is used by screen readers for the visually impaired. Alt text is an HTML attribute that is added to an image tag to provide a textual description of the image. The purpose of alt text is to provide context and information about the image to visually impaired users who are using screen readers to navigate the web.

\Additionally, alt text also helps search engines understand the content of an image, which can improve a website's search engine rankings. When writing alt text, it is important to be descriptive and specific, and to provide context that relates to the topic of the page. Alt text should describe the content of the image in a way that is meaningful and useful to users who cannot see it.

For instance, instead of using generic phrases like "picture" or "image," describe the image in detail, such as "A brown dog playing fetch in a park." It is also important to keep the alt text concise and to the point. Alt text should not be used to stuff keywords or promote a website. Instead, it should be a clear and concise description of the image that provides value to the user. Another best practice for writing alt text is to relate it to the article topic.

19. Evergreen Content

Evergreen content is a term used to describe content that is always relevant and useful to readers, regardless of when it was created or published. The term "evergreen" comes from the fact that the content remains fresh and "green" year-round, just like evergreen trees that retain their leaves throughout all seasons. Evergreen content is essential for SEO because it attracts traffic to a website over a long period of time and can continue to generate leads or sales for a business long after it has been published.

Evergreen content can take many forms, such as how-to guides, tutorials, and informative articles. It generally provides valuable information that is not time-sensitive and can be used by readers for months or even years after it has been created. Evergreen content can be shared on social media channels and can attract new followers and engagement. Examples of evergreen content include "how-to" articles that teach readers how to do something, such as how to cook a specific dish or how to fix a common household problem. Other examples include informative articles that provide in-depth analysis of a particular topic or industry, or FAQs that answer common questions and provide valuable information for readers.

20. Call to Action (CTA)

A Call to Action (CTA) is a marketing message or element that prompts users to take a specific action, such as clicking a button, filling out a form, or making a purchase. CTAs are an essential part of any digital marketing campaign, as they help drive conversions and guide users toward a specific goal. CTAs can take many forms, including text links, buttons, or images, and are often used in email marketing, social media, and on websites. An effective CTA should be clear, concise, and compelling, providing users with a reason to take action. It should also be easy to find and prominently displayed on a page or within an email.

For instance, a CTA could be a hyperlinked image or an icon that directs users to a specific landing page or product page. While designing a CTA, keeping accessibility in mind is also important. CTAs should be designed in a way that everyone, including people with disabilities, can easily find and interact with them. CTAs can be used to achieve various marketing objectives, such as increasing sales, generating leads, or driving website traffic.

21. Landing Page

A Landing Page is a web page that serves as the entry point for a website or a particular section of a website. It is designed with a specific purpose, such as promoting a product or service, generating leads, or improving brand awareness. A landing page is different from a homepage or a website's other pages because it is designed to guide users toward a specific action, such as filling out a form or making a purchase. The content on a landing page is typically focused on a single product or service and is designed to convert visitors into customers. Every landing page needs a call to action (CTA), which is a short phrase that guides visitors to take a desired action. 

22. Mobile Optimization

Mobile optimization refers to the process of ensuring that a website or landing page is optimized for viewing on mobile devices such as smartphones and tablets. With the increasing use of mobile devices to access the Internet, it is essential for websites to be optimized for mobile to ensure a seamless user experience.

Mobile optimization involves several factors, including responsive design, page speed, and call-to-action (CTA) optimization. Responsive design involves designing a website or landing page to adjust automatically to the size of the screen on which it is being viewed. This ensures that the website or landing page is easily accessible and readable on any device, without the need for horizontal scrolling or zooming in or out. This is especially important for mobile devices, where screen sizes can vary widely. Page speed is another critical factor in mobile optimization, as mobile users expect websites to load quickly. Slow loading times can lead to a frustrating user experience, which can cause visitors to leave the site. To improve page speed, mobile optimization techniques such as compressing images, reducing the number of HTTP requests, and using browser caching can be used. 

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