A Glossary Of Off-Page SEO Terms

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

When it comes to their online presence, everyone wants to see their website rank better on search engines. To achieve this, currently, there are two methods, which are on-page and off-page SEO. However, implementing each one on their own isn’t nearly as effective as using them together.

In our previous post on SEO, we covered the fundamental terms of on-page SEO. If you missed our article, here’s a link to it so you can understand it before diving into the off-page version. That way, you can spot the distinction between different SEO terminology. In case you’ve already read it, you’re all set to expand your knowledge on SEO. Keep reading to learn what off-page SEO means, and what are the unique concepts that differentiate it from on-page SEO.

Off-Page SEO

As we mentioned, there are two main elements of SEO: “on-page” and “off-page.” Off-page practices include everything you do outside your web pages to improve their rankings. The central aspect of off-page SEO is link building.

Curated Content

Content curation is the process of gathering information relevant to a particular topic or area of interest.

Listing Directories

A directory or more specifically a business directory is an online listing of businesses. The listings provide information about specific companies like their name, address, contact information, associations, and the services and products they offer. These businesses are usually categorized, by location, activity, or size. It is essential that your business ensures that all your company information is up to date on every directory listing.


GoogleMyBusiness is an internet-based service for business owners and operated by Google. It is a way of giving business owners more control over what shows in the search results when someone searches their business name.


Facebook is one of the best social media platforms for businesses to use to reach their target market – whatever that audience may be.


Twitter is a ‘microblogging’ system that allows you to send and receive short posts called tweets.

Newsletters or Email Marketing

Email newsletters are an email communication sent out to inform your audience of the latest news, tips, or updates about your product or company. They are often used for a variety of purposes–and they come in many different forms. Some are weekly digests of content, some are quarterly organization updates, and others promote new products. The point of email newsletters is to keep subscribers connected, engaged, and informed about what’s new with the organization or business (and often to drive sales.)

Link building

This is one of the biggest SEO terms. Link building is simply a process of getting backlinks to your page.


Backlinks are simply a link placed on someone else’s website that points back to your site. Backlinks are one of the most critical factors for SEO. Getting a lot of backlinks with relevant anchor text is the shortest way of improving your search engine rankings.

SEO Tools

SEO tools investigate the potential of web pages for high placement on search engine ranking pages. They provide information on backlinks and keywords as well as insights into SEO competition on the internet.

Google Analytics

It is a free web analytics program that can be used to track audience behavior, traffic acquisition sources, content performance, and much more.

New Users

The new users’ metrics in Google Analytics allows you to see how many people visited your site for the first time in a specific time. The first time a person visits your site, a Google Analytics cookie will be set, and a unique identifier will be assigned to them which will help in distinguishing the person as a “new user.”

Traffic Channels

Traffic channels provide an overview of where your site traffic is coming from and groups the traffic into seven default categories, i.e., Direct, Organic Search, Referral, Email, Paid Search, Social, and Other.

Page Views

According to the Google Analytics support site, a page view (or pageview hit, page tracking hit) is an instance of a page being loaded (or reloaded) in a browser. Pageviews is a metric defined as the total number of pages viewed.

Bounce Rate

This is the percentage of website visitors who leave without visiting another page on that website. Bounce rates range widely depending on the industry and the niche. Although the bounce rate can indicate potential content or website issues, it is not a direct ranking factor, according to Google.

Exit Rate

The opposite of a landing page, an exit page on Google Analytics refers to the last page a user accesses before their session ends or they leave the site. The Exit Pages section of Google Analytics, therefore, allows you to see which pages people most frequently end their sessions on or leave the site after viewing.

Google Search Console

Google Search Console (previously Google Webmaster Tools) is a no-charge web service by Google for webmasters. It allows webmasters to check indexing status and optimize visibility of their websites.

XML sitemap

It’s a file (usually sitemap.xml). Its primary function is to give search engines a map of all the different URLs that a website contains.

Crawl Errors

Crawl errors occur when a search engine tries to reach a page on your website but fails at it. Google divides crawl errors into two groups:

Site errors: Site errors are all the crawl errors that prevent a search engine bot from accessing your website.

URL errors: URL errors refer to crawl errors that occur when a search engine bot tries to crawl a specific page of your website.

Fetch as Google

The Fetch as Google tool enables you to test how Google crawls or renders a URL on your site. You can use Fetch as Google to see whether the Googlebot can access a page on your website, how it renders the page, and whether any page resources (such as images or scripts) are blocked to Googlebot.

Search Queries

A search query is an actual query a user enters in Google search. The Google search queries are generated impressions of your website URLs in Google organic search results. It helps in understanding the correlation between how users search and the relevancy of your pages to those queries to provide insights into how to optimize your content.

Search Pages

The search page shows you which pages on your site appear in the search results.

Black Hat SEO

Like everything, SEO has its dark side too. Black hat SEO is the name for all SEO practices that are known for being manipulative or unethical, and in the long run can hurt your website, or even get it banned from search engines.

Cloaking (page cloaking)

It’s a practice of taking a webpage and building it in a way, so it displays different content to people and to search engines. That way, at least in theory, you can get a good ranking for your desired keywords (by presenting an optimized page to the spiders) and then show real people with unrelated offers and content. While this might work from a marketing standpoint, it can also get you penalized or even banned very quickly.

Duplicate Content

If you have two separate pages within your website that have the same content on them (or very similar content), then you have duplicate content. Duplicate content is believed to be a bad thing for SEO. Google doesn’t like sites that use the same piece of content over and over again, and they often penalize them for it.

Keyword stuffing

Keyword stuffing is a practice of taking a word or a phrase and repeating it very often in a piece of text, especially when unnecessary.

If you’re looking to explore off-page SEO, you’re now fully equipped with the basic terminology. Navigating through this next level of search engine optimization will be easier as you will understand precisely what your online marketing expert is suggesting. In case you’d like to know how off-page SEO works, reach out to the digital marketing experts at Webware.io. We specialize in boosting SEO for a variety of small businesses with our all-inclusive digital tool-kit designed to help you succeed in today’s web-based world.

To learn more about Webware’s digital marketing tools and competitive online services, please click here. If you have questions about SEO and digital marketing, 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.