A-Z of SEO in 2018

A-Z of SEO in 2018

A – AMP (Accelerated Mobile Pages)

Going hand-in-hand with the introduction of the mobile first index, AMP renders pages using optimised HTML code, resulting in pages loading far quicker than usual. Very important for mobile experience and pagespeed.

B – Backlinks

One of the bread and butter features of Organic SEO for a long, long time. Backlinks are an incoming link from one web page to another on a different domain. Even in 2018, backlinks are one of the most important ranking factors.

C – Content

Content is king. The information contained on a website and (most importantly the quality of it) has a huge impact on whether it is valuable or of interest to a user. This is another of the most important ranking factors currently.

D – Duplicate Content

Information that is very similar or identical between one page (or domain) to the next is a big no-no in SEO. Quality and unique content creation is what you should be aiming for.

E – Evergreen Content

This refers to content that continues to remain relevant and fresh for readers. A big win for SEO.

F – Fetch as Google

A tool contained within Google Search Console that allows you to test how Google crawls and/or renders a particular URL on your website. Very handy for debugging any crawl issues you may be encountering.

G – GSC (Google Search Console)

You may have known this previously as Google Webmaster Tools. A very handy dashboard for monitoring your website’s presence on Google SERPs and performing any SEO housekeeping and maintenance, such as updating sitemaps and reviewing your internal linking structure.


Hyper Text Transfer Protocol Secure (HTTPS) refers to a site’s encryption and protection and has been a ranking factor since 2014. A non-secured website without an SSL certificate would be HTTP.

I – Information Architecture

The optimisation of structure and organisation of a website’s content in order to make for easier indexing.

J – Javascript Rendering

Previously you may have come across the old “Google can’t crawl Javascript” statement, however this is no longer the case. It’s still a good idea to use Fetch as Google, though to fetch and render any pages that are utilising JS.

K – Knowledge Graph

Google’s knowledge base is known as Knowledge Graph and presents an infobox in the search results, displaying information collated from a variety of sources

L – Latent Semantic Indexing

A can of worms when it comes to learning and discussing semantic search, Latent Semantic Indexing (LSI) is a hot topic for debate in the SEO world.

M – Mobile First Index

Google now crawls your website’s mobile version for indexing and ranking. The days of mobile-friendly websites being a bolt-on are long gone.

N – Negative SEO

The act of maliciously attempting to affect a website’s rankings by implementing black-hat SEO techniques. Essentially sabotaging someone’s Google rankings.

O – Orphan Pages

Any page on your website that isn’t linked to any other pages. These are essentially useless for SEO as bots can’t reach them. They can be properly addressed by good Information Architecture.

P – Pagespeed

How quickly your website and pages load. Google’s “Speed Update” has made mobile pagespeed in particular an even more important factor.

Q – Query Deserves Freshness

The QDF algorithm update determines what search requests and topics deserve newer, fresher and up-to-date search results

R – Rankbrain

Google’s AI learning algorithm that processes search results. Very technical stuff!

S – Schema Markup

Structured Data or Schema Markup is a way of adding microdata to your website to create an enhanced description in search results pages (rich snippets).

T – TrustRank

Google’s TrustRank measures the trustworthiness of your links and content, aiming to filter out illegitimate results

U – User Search History

The queries users have searched for in the past can influence the results of their later searches, aiming for a more personalised search experience.

V – Voice Search

An increasingly popular way to search, Google Voice Search allows users to search by speaking directly to their computer or mobile device. Quite possibly the next major evolution of search.

W – Wikipedia

Wikipedia has become the key data source for Google’s Knowledge Graph following the closure of freebase.com in 2015.

X – XML Sitemap

A document that gives webmasters a way of helping search engine bots better understand pages and URLs on a website, thus increasing crawl efficiency.

Y – YouTube Videos

55% of all Google searches contain at least one video in the results, making YouTube a good platform to include in any SEO strategy.

Z – Zero-Result SERPs

A Google experience in 2018 that resulted in a set of searches displaying only a Knowledge Card and no further organic results.