Glossary & Tool Recommendations

Glossary & Tool Recommendations

There are many acronyms and terms in the world of SEO. Refer to this glossary when you want a quick reminder of a definition as you go through the course.


*Alt Text: *Alt (alternate) text describes an image and is an important part of a product description. If an image can’t load for any reason, the alt text is shown instead.

Domain Authority: Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). A Domain Authority score ranges from one to 100, with higher scores corresponding to a greater ability to rank.*

Keyword: Keywords are the words and phrases that searchers enter into search engines.*

Meta Descriptions: The meta description is an HTML attribute that provides a brief summary of a web page. Search engines such as Google often display the meta description—typically up to 160 characters long—in search results where they can highly influence user click-through rates.*

Off-site SEO: “Off-site SEO” (also called “on-page SEO”) refers to actions taken outside of your own website to impact your rankings within search engine results pages (SERPs).*

On-site SEO: On-site SEO (also known as on-page SEO) is the practice of optimizing elements on a website (as opposed to links elsewhere on the Internet and other external signals collectively known as “off-site SEO”) in order to improve search engine ranking and visibility.*

Rank: Rankings in SEO refers to a website’s position in the search engine results page.

SEO: Search Engine Optimization is a marketing technique that focuses on helping your business show up in relevant search engine results.

SEM: Search Engine Marketing is the process of gaining website traffic by purchasing ads on search engines. SEM will not be covered in this course.

SERPS: Search Engine Results Page are the pages displayed by search engines in response to a query by a searcher.

Title Tag: A title tag is an HTML element that specifies the title of a web page. Title tags are displayed on search engine results pages (SERPs) as the clickable headline for a given result, and are important for usability, SEO, and social sharing. The title tag of a web page is meant to be an accurate and concise description of a page’s content.*

Traffic: Traffic refers to the number of visitors your site gets on a regular basis.

*Definition provided by


Throughout this course you will also receive recommendations for tools to help you with SEO. The below tools are explained in detail throughout the course. Shopify does not receive compensation if you click on one of the links below.

Google Analytics: Google Analytics gives you the free tools you need to analyze data for your business.

Google Search Console: Google Search Console helps you measure your site’s Search traffic and performance, fix issues, and make your site shine in search results.

Keywords Everywhere: Free search volume, cost per click and competition data for almost all the keyword research tools out there!

Ahrefs: Tools to grow your search traffic, research your competitors and monitor your niche

Moz: Software and resources to help you take full advantage of the power of SEO

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