The glossary — chapter 1 of 12

SEO Foundations, defined

The vocabulary everything else is built on.

In practice

On an ecommerce project, the team uses this concept to connect search visibility with the customer journey.

Why it matters

It keeps SEO connected to real customer behaviour and commercial outcomes.

SEO (Search Engine Optimisation)

Improving a website so it can be discovered, understood and chosen in unpaid search results.

Ana says: SEO is not decorating pages for Google. It is making the business easier to find and choose.

Visibility and visits earned from unpaid search results rather than advertising.

Ana says: Organic is not free. You pay with strategy, implementation and patience instead of every click.

SERP

The search results page, including organic listings, ads, maps, videos, products and AI answers.

Ana says: Useful metric, yes. Business religion, no.

Ranking

The position a page holds for a specific query, location, device and moment.

Ana says: A number-one ranking with no sales is a lovely screenshot, not a strategy.

Search Query

The exact words or question entered into a search engine.

Keyword

A word or phrase used to represent search demand and the intent a page may target.

Search Intent

The real goal behind a query, such as learning, comparing, buying or finding something nearby.

Ana says: Intent mismatch is the SEO version of bringing a CV to a first date.

Relevance

How closely a page or passage matches the meaning and context of a search.

Authority

The credibility and recognition associated with a page, website, brand or person.

Conversion

A valuable action such as a purchase, lead, signup, booking or call.

Beyond the definitions

Where this chapter becomes work

SEO Audit & Strategy

Where every engagement starts: what’s broken, what matters, in what order.

Case studies

Proof, or nothing.

All chapters

The glossary

Next chapter

Keyword Research & Intent

Where this leads

The definitions are free. The diagnosis is a conversation.

A conversation first, to check the fit. If what you need is not something I do, I will tell you who does.

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Services

Nine ways of working, from a one-off audit to ongoing consulting.

All twelve chapters

The full glossary, with the A–Z index and the PDF.

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