When you receive an SEO proposal or report, it can sometimes feel like a different language. Terms like schema, GEO targeting or rich results are common in the world of search engine optimisation, but not everyone outside the industry uses them daily.
This short guide explains some of the most common SEO terms we use in our proposals, so you know exactly what they mean and why they matter for your business. First of all:
SEO
SEO stands for Search Engine Optimisation. It’s the process of improving your website so that it appears higher in search results on platforms like Google.
The goal is simple: when someone searches for a product or service you offer, your website should appear before your competitors. SEO involves a mix of technical improvements, content creation, and optimisation of your online presence across Google, social media, and other platforms.
A well-optimised site helps you attract the right visitors, people who are looking for what you offer.
Schema
Schema is a shared language created by major search engines like Google, Bing and Yahoo. It’s a standard way of marking up your website content with structured data so search engines understand what your page is about.
For example, schema can show that a page is about a product, event, or local business. This helps Google display your content more effectively.
Rich Results
Rich results are the enhanced search listings you sometimes see on Google, such as star ratings, FAQs or event details shown directly in the search results.
They come from structured data (schema), making your listings stand out and improving click-through rates.
Local SEO
Local SEO focuses on helping your business appear in searches made by people in your area. It involves optimising your Google Business Profile, creating location-specific pages, and ensuring your contact details are consistent across the web.
GEO Targeting
GEO targeting means tailoring your online visibility to specific geographic areas. For example, if your business serves Inverness and Elgin, your SEO should target those locations so you show up when people nearby search for your services.
Backlinks
Backlinks are links from other websites that point to your site. High quality backlinks from trusted sources act as “votes of confidence” and help improve your authority and rankings.
Meta Titles and Descriptions
These are the short pieces of text that appear in search results. Well-written titles and descriptions help attract clicks and tell both users and search engines what each page is about.
Keywords and Search Intent
Keywords are the words and phrases people type into Google or other search engines. Understanding search intent (what people are actually looking for) helps you target the right audience with relevant content.
Crawling and Indexing
Search engine bots (sometimes called crawlers) scan the web to discover and record pages. When a page is indexed, it means Google has stored it and can show it in search results. Ensuring your site is easy to crawl and index is key to being found online.
Page Speed
The time it takes for your page to load. Fast loading pages provide a better user experience and can improve your search rankings.
Google Analytics and Google Search Console
Google Analytics (GA) tracks what happens on your site (visits, time spent, conversions).
Google Search Console (GSC) shows how your site appears in search results and flags any technical issues that might affect visibility.
Need help improving your website visibility and ranking?
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