Black Hat SEO refers to the use of certain SEO techniques that are often called unethical but are often perfectly legal and no less ethical than other means of aggressive marketing tactics. These techniques often violate the webmaster guidelines set out by search engines, thus they differ from White Hat SEO tactics which aim to perfectly adhere to search engine preferences.
HTML stands for HyperText Markup Language. Pages on the World Wide Web are marked-up in HTML. Similar to CSV files, HTML files are stored in plain text format and can be edited using plain text editors like notepad. On the server, a HTML file usually has a .html extension, although this is not strictly required, for instance .htm extensions are also common, this comes from the days when all extensions were three letters long.
A cookie is a piece of data stored by browser software at the request of the website you’re on. It can be used to store any small piece of information such as a username, the status of a shopping basket, the act of clicking specific buttons, etc. Cookies are not necessarily stored as standalone files, for instance they can be stored within a database.
A set of breadcrumbs is a set of links that follow the user’s path, usually from the homepage to the currently viewed page, in order for the user to see at a glance where they are within the site as a whole, so they can understand the structure of the site and navigate to any given ‘parent page’.
The Meta Keywords tag was originally designed to be used to highlight keywords or keyterms (search terms) targeted by the page, to inform search engines what terms the page should rank for. Previously, search engine algorithms were not able to identify the relevance of these terms for themselves, hence webmasters had to manually highlight them using the Meta Keywords tag. As these have previously used for spam purposes (excessively highlighting keywords or including terms not featured on the page) meta keywords are no longer used by most SEO professionals. Many rookie SEO professionals and web developers attempting SEO still use Meta Keywords tags, contrary to their redundant nature.
Keyword density is a measure of how dense (how richly distributed) keywords or keyterms (search terms) are, within an article or other span of content.
It’s a rather dated (often abused, and easily detected) indicator of relevancy for search engines.
Link baiting is the art of creating content that provokes the audience to link to your site.
A click-through rate (CTR) refers to the proportion (rate) of visitors to a page who follow (click through) a particular link on that page.
Conversions occur when a desired goal in a user’s journey has been reached, regardless of whether or not this is achieved through prompting (via a call to action, advertising or otherwise). This can apply to a wide range of goals depending on what you wish to achieve, for example, the most basic form of conversion is usually a product sale on website that sells things such as an ecommerce store, or a service request via a corporate website.
SEO Copywriting is composing (writing and formatting) textual content for websites, either from scratch or by editing existing content, with the aim of improving the performance of the pages that the SEO copy is placed on. This in turn can improve the performance of the site in general and can positively affect externally linked sites too.
Brand keywords are trademark type words belonging to a brand, such as a company’s brand name. Brand keywords can also include words found in slogans and other branded wording.
A brand is an identity, such as a company or product name of some kind, which can illicit a unique emotional response that helps to distinguish it from its competitors.
ALT Text means Alternative Text and refers to the value of the HTML attribute ALT that is often found within IMG elements (images) and within other HTML elements that don’t always load or otherwise aren’t always accessible.
ALT Text exists as a substitute form of information for when images, videos, sound files, Flash objects, Java applets and other rich media formats can’t be seen or interpreted by the user. It’s there in order to help you understand the meaning of the content that you’re unable to see or interpret.