SEO Terminology

In this post we will cover some SEO terminology that will give you a kickstart.

This post is based on a YouTube video (link) I made and both of these were made from actual questions and responses that came from the workshops I deliver through Unltd (link). Before we get started, this is a simple list and may not cover everything, in which case feel free to comment or send me a tweet. I’m more than happy to explain others on here on in person.


Below are some quick links to each brief explanation.
Click here to skip to the video version.

SEO – Search Engine Optimisation
Organic – Natural non paid traffic
Paid – Traffic generated through paid channels
CTR – Click Through Rate
CTA – Call To Action
Bounce – People who have left your site
UI – User Interface
UX – User Experience
SERP – Search Engine Results Page

How Search Works

People go to a search engine and then start typing in something they are looking for. Sounds basic I know.


You might know this already but here goes. SEO stands for Search Engine Optimisation. I have a whole section that talks about this in my workshop. I have also explained how search works for a simple reason. Search Engine Optimisation is called this because you leverage your content so people are more likely to click on your site. In order to do this, you need to consider what people are searching for.

If you try to tackle SEO as a subject without understanding what your audience needs or what problems they are facing, you won’t get far. In order to optimise, you need to know what your business audience wants. Then take a look at using SEO to develop and leverage your content.

Organic and Paid

When you take a look at the analytics on your website you will be looking at traffic. This is a basic term. When you take a closer look, anything you see will be people coming to your site. This is all-natural and therefore organic.

If you have paid adverts that have a conversation rate assigned to visiting your website that’s brilliant. All of this traffic to your site is not organic or natural. You have paid for the traffic. It’s that easy.


CTR means click-through rate. When people click on something, this becomes a data point. Having many people click on something would yield a higher number of people vising the exit page. This would mean you have a high click-through or high CTR.

I have left this open and broad because people use this term for websites and social media marketing.


CTA means call to action. This is somewhat different to CTR but can be used together. Usually, a social media post would have some words or graphic that gets people to click on the post.

These elements are trying to call people to action. Just like those pointing emoji’s 👇.

The result of a call to action would then mean you have a decent CTR.


When people come to your site and leave they bounce. It’s similar to that 90’s slang term. The key thing to remember is that some people convert and stay. Some others will come and leave in a matter of seconds. People that leave within seconds are ‘users’ who have bounced.

In keeping with CTR and CTA, bounce is often mentioned as a bounce rate.


Means User Interface. Strictly speaking, this is all about how your site is laid out. In this arena people often talk about specific elements that might be data capturing and has a function. The function of the site would then adhere to the business objectives.


User Experience is simply how people experience your website. You could say the product of good UI is a good UX, in turn leaving a low bounce rate.

When people use the term, it often describes the psychology or ergonomic behaviour of how people move around your site.

The best metaphor for designing a good UX would be like designing the layout of a shop or supermarket so people spend more time in the store.


SERP means Search Engine Results Page. When you do a search you will be faced with a page of results. There are millions of pages that don’t make the cut. Whatever makes the first pages is in a prime spot. After some time people started to refer to this first page as THE page of all pages. The term SERP is specifically only related to this first page or results.

YouTube Video

Fancy taking a look at the video version. Here it is.

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