A Glossary Of On-Page SEO Terms

By Rebecca Menezes | | Tagged Online Marketing, Search Engine Marketing, Search Engine Optimization

To help you wrap your head around the possibilities of online marketing, we’ve already covered the concept of search engine marketing (SEM). In case you haven’t read it yet, click here to catch up on the basic terms used in SEM. If you’ve already read it, you’re all set to dive deeper into the context of online marketing through Search Engine Optimization (SEO).

SEO is a process designed to navigate your target audience through the crowded online market to your website or the products and services. However, this is entirely dependent on the search queries they put into search engines like Google. To ensure you’re immediately visible to relevant prospects when they search for things related to you, there are two types of SEO techniques, which are commonly referred to as on-page and off-page SEO. In this article, Webware.io will take you through the terminology behind on-page SEO, and cover the unique concepts and jargon of off-page SEO in our next article in the search engine glossary series.

Here’s our exhaustive list of the top on-page SEO terms, used by most marketers, online marketing gurus, and marketing reports.


SEO stands for Search Engine Optimization. It’s a practice of improving a site’s ranking on the search engines for given keywords. When doing SEO, you need to take care of both on-page and off-page SEO. However, the actual tasks that need to be done are changing almost every day. What worked perfectly yesterday may not work at all tomorrow, but that’s just the reality of SEO. For this reason, SEO shouldn’t be considered as a one-time task but an ongoing process.

On-Page SEO

On-page SEO practices include everything you do on your page to improve its rankings. This includes things like tuning your website’s HTML structure, improving title tags and descriptions, improving your website’s speed, checking keyword usage and density, improving the internal linking structure (the way your pages are linked to each other), etc.

White Hat SEO

As opposed to the black hat SEO, white hat SEO is a set of all SEO practices that search engines encourage you to use.

Canonical Tag

It’s an HTML link element that allows webmasters to inform search engines about duplicate content pages they’ve created. The tag is placed in the head section of the HTML structure. Here’s what it looks like:

This tag informs that the current page is a copy of the page located under the address set in the canonical tag (href). The main idea is that when a search engine sees this tag, it does not rank that page, but transfers all the rankings to the canonical page. So, in essence, it’s very similar to the 301 redirect.

Do-Follow Link

It’s a standard HTML link that doesn’t have the rel=“nofollow” attribute. Do-follow links are the most valuable ones from an SEO perspective.


The nofollow attribute notifies the search engines that they shouldn’t pay attention to such a link.


A keyword may be a word, words, or phrases that an SEO professional or marketer targets to match and rank for during online searches. These words, when used on webpages, can help search engines determine which pages are the most relevant to show in organic results when a searcher enters a query. Also, keywords usually represent topics, ideas, or questions.

Meta Tags

Meta tags consist of two main elements, the meta description, and meta keywords. Meta tags are placed in the head section of the HTML structure of your page. The information contained in those tags is usually not meant for users, but for search engines. It helps them determine what the page is about. Therefore, it might be worth it to set them manually for each page or post within your blog.

Title Tag (Meta Title)

Every web page has a title tag. From a user’s standpoint the title tag is visible only in one place – your browser’s title bar and on SERPs (Search Engine Results Pages).

Meta Description

A tag that can be added to the “head section of an HTML document.” It acts as a description of a web page’s content. This content isn’t used in ranking algorithms but is often displayed as the “snippet” that appears in the search results. Accurate and engaging descriptions can increase the organic click-through rate.

Above The Fold

Content that appears on a website before the user scrolls. In email or web marketing it means the area of content viewable before scrolling.

Keyword Density

Keyword density is a number describing how often a keyword appears in a piece of text. To calculate it you need to divide the number of times your keyword appears in a part of the text by the total number of words the entire piece of text has, and then multiply the result by 100. The final result will be expressed as a percentage score.

CTA (Call To Action)

A call to action in advertising refers to the portion of the message that gets a reader to act on the advertisement.

Anchor Text

The clickable word or words of a link is known as the anchor text. This text is intended to provide contextual information to people and search engines about what the webpage or website being linked to is about.

Alt Tag

It’s an HTML attribute of the IMG tag. The IMG tag is responsible for displaying images. The alt tag or attribute is the text that gets displayed in case the image can’t be loaded (if the file is missing, for example). Alt tags have some SEO value too. Currently, Google can’t (at least at the moment) see what an actual image presents, but it can read the alt tag, so using alt tags is the preferred way of informing Google what’s in your images.

Organic Search

You do an organic search every time you visit Google, input a phrase, and push the search button.


A complex computer program used by search engines to retrieve data and deliver results for a query. Search engines use a combination of algorithms to deliver ranked web pages via a results page based on several ranking factors and signals.

Spider (Crawler, Bot, Robot)

A search engine spider is a unique piece of software that browses the web, looks for new sites, checks what’s on them and sends the data back to Google (or other search engines) so they can index and rank these sites.

SERPs (Search Engine Result Pages)

SERP stands for Search Engine Results Page. This is a page that gets displayed when you search for a keyword on Google or other search engines.

Now that you know the basic terms of on-page SEO, implementing it should be a breeze! If you’d like to take your SEO to the next level for better or continued top ranking, reach out to the online marketing experts at Webware.io. As specialists in digital marketing, we excel in optimizing websites and content for improved search engine results. Our technology platform provides small businesses with the right tools and supporting services to nurture and manage their online presence.

To learn more about our services and why we are known as a complete digital marketing tool kit, please click here. If you have any questions about how we can help with your digital marketing needs, we’d love to hear from you. Please contact our experts here. Our head office is located in Toronto, and we serve clients across Canada and North America.