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SEO Copywriting Terminology

Above the fold

The content that appears on the screen without users

having to scroll

Active Verb

A call to action

Algorithm

A mathematical formula the search engines use to

prioritize web pages when responding to search queries

Alt Tag

The text used to describe what an image is about when it can’t be seen. Search engine spiders cannot read images but

they can read, and index, alt text

Backlinks

A hyperlink on another website that leads to a page on your website.

They’re also called “incoming links” and “inbound links”

Benefit

The positive outcome a feature provides for the buyer

Call to Action

Words used to encourage a reader to take a particular

action

Conversions

Convincing readers to do exactly what you want them

to do on your website

Crawlers

Crawlers—also known as robots, bots, spiders and web crawlers—are

web programs that methodically troll the internet to index web pages

Dynamic Keyword Insertion

This allows keywords used in searches to be inserted

automatically into advert copy

Feature

An aspect of a product which will be beneficial for buyer

Indexing

When crawlers visit pages on the web, they “read” the information on those pages and catalogue data in a massive index. From this index, search engines return search

queries with relevant web pages

Key phrase

A combination of words people are typing into search engines to find products or

services online

Landing Page

Specific web pages about a product or service on your

website

Meta Description Tag

The meta description is a paragraph inserted into your website’s code to tell potential visitors what each web

page is about; it appears in the SERPs

Organic SEO

Any part of an SEO campaign that does not involve paid

advertising

Persona

Characterizing a group of visitors to a web site

PPC

Pay-per-click (also called cost-per-click, or CPC) business

pay per click per advertisement

SEO

Search engine optimization. It involves a variety of tactics—

including SEO copywriting—to help websites rank higher in SERPs

USP

Unique selling point – what makes you different and

better than your competitors

Title Tag

This is simply the title of each page on your site. It appears at the top of your

browser, and is the first description people see in search engine results

Web Copy

A style of online writing that’s intended to make sales and

improve page rankings

End.

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