Glossary of terms

Backlinks are links strategically placed in a text to guide the user to our website. The goal of backlinks is to amplify online traffic and to improve a website's organic SERPs. The more high quality backlinks we generate, a better organic ranking will get for our site.

There are two types of backlinks known:

• Follow: normal links that have authority and guide bots to these sites.
• Unfollow: these links basically say to the search engines the will to guide users to that link, but the search engine really does not need to visit it since the webmaster does not want to give it further authority.

In the SEO world, search engines will for sure rank follow backlinks better than the unfollow ones, and Google has so far established more than 170 factors classify them, two of the most important ones being:

• Content quality
• Number of backlinks received.

Although a link building strategy is commonly used nowadays because of the difficulty of ranking on search engines just by using keywords. However, special care must be taken when using a link building technique so as not ending up in a ‘black hat’ tactic which Google will identify and, as a consequence, it will affect our site, its traffic and even its conversions. 
 

A bad neighbourhood in marketing refers to a low quality neighbourhood where a website is placed. This means that the website is currently being around or related to other sites considered to be violating the search engines rules or that they have even been penalised.

It is important to know that this problem is not related to any IP, subnet or host inconvenience, but to the quality of the link in the site. For a website, to be in a bad neighbourhood, means that the relationship between the search engines and that site will not be trustworthy, as its position in the organic ranking will be endangered and it can even be removed from the search engine.

Bing webmaster is an online business tool similar to Google Analytics but for Bing search engine, that displays registered data about visitors to a site, clicks and behaviours from the users, in order to know the content better and optimise our website properly. 

Bingbot is what Bing’s crawler is called, just as Googlebot refers to Google’s crawler, but Bingbot is designed under Microsoft tech.

This crawler searches the web in order to find new content or sites to index, it follows the hyperlinks contained in the Internet, it recollect all data and HTML documents available, and it records them in its URL directory, the Bing index. After this process is completed, the sorted list is displayed on the search engine.

Black Hat SEO refers to SEO techniques that do not follow search engines and webmaster’s rules and intend to manipulate them to get faster results.

A few examples of Black Hat SEO techniques are:
Hidden content
Keyword stuffing
Prepaid links
Cloaking
Using doorway pages
Using link farms
Using Private blog networks (PBN)

Blockers (or ad blockers) are a type of extension that can be installed to the browsers in order to block advertising and pop-ups to any type of website. These extensions allow the user to visit a website without being interrupted by banners, pop-ups, or any kind of advertising. This is considered as an advantage for users, but far from that when it comes to ads providers. Since companies dedicate a large amount of the budget to invest in paid ads, the fact that ad blocker blocks those ads considerably affects the company’s revenue.

Bots (short term for informative robot) refer to a software or informative program served by artificial intelligence (AI) in order to perform automated tasks across the internet as if it were a human being.

Bots are capable of performing a large range of tasks, such as text editing, moderating conversations, answering questions, or even sending emails. As time goes by and these softwares are incredibly improved, many companies use them as a client’s satisfaction rate improvement.

The most common Bots used on the Internet are:

• Bots crawlers (or spiders)
• Bots in Social Media Network
• ChatBots
• VoiceBots
• HackerBots
• SpamBots

The bounce rate tells us what percentage of the visits to our website end up leaving it without having visited other pages of our same site. The higher the bounce rate, the worse the visitor interaction.

A high bounce rate can result because of many common situations, such as:

• The user does not like the information of the website
• The user does not like the design of the website
• The user has come through a link which offered the wrong thing
• The website takes too long to load

Some good recommendations to reduce the bounce rate are:

• Create a proper structure for the website’s text
• Use internal links in the posts
• Use CTAs (calls to action) in your website
• Do not show everything the home page index

Branded keywords are the keywords that potential clients use as a shortcut to search for information close to conversion. As potential clients use these branded keywords in order to look for more specific and detailed information about a product or service, establishing a correct tactic for our content marketing strategy is essential. 

In addition to increasing traffic and audience of a web, branded keywords are also used as an essential part of the last funnel stage, in which users end up deciding whether to buy or not.

When it comes to SEO, branded keywords help us to get to a better segmentation, to better comprehend our audience’s necessities, to identify new opportunities, to identify any inconveniences our clients could be experiencing with our products or services that need revision and also to follow our competitor’s strategies. 

Breadcrumb navigation refers to a secondary navigation form inside a website. This kind of structure allows users to go back quickly to the home page or to another level of the web, by using internal links, like following a breadcrumb path. Breadcrumb navigation means a big deal for a better user experience (UX), since it helps the user see the website’s hierarchy and its transparency . It is also important to know that, when using a breadcrumb navigation on a website, the fewer clicks required, the better the user experience on the web. The most represented breadcrumb trail is the one symbolised as common arrows with a greater than sign (>), for example ‘Home Page > Category > Subcategory’.

When it comes to SEO, breadcrumb trails are very useful as natural internal links increase and, for that reason, it also increases the possibilities to rank to the first position of the SERP.

A bridge page is a page created to drive traffic to another site. Nowadays, the Internet is filled with bridge pages. These pages are also known as banner farms, entry pages, doorway pages and getaway pages.

Bridge pages can often be seen as landing pages, but they are quite different. Landing pages are simply the single web page where marketers send traffic to and try to create more leads, whereas a bridge page is that middle stage in the funnel placed between the squeeze page and the sales page, like the promoting stage of the selling process.

Main purposes of a bridge page would be:

• Presell the offer before sending buyers to the affiliate product
• Warm up the traffic
• Connect with visitors and gain their trust
• Fill the gap between prospect and product

Some essential elements to be included in a bridge page design would be:

• Eye catching title
• Audiovisual content (a video for example)
• Great written content
• Bonuses or discounts
• Value stack
• Social proof
• CTA buttons
• Countdown timer
• Banner or Pop-up

Broken links are links in a website that are no longer available, meaning that when clicking on them we will not be directed to any other page. Broken links can be originated by many reasons such as programming errors, a change in the Internet address of the linked web page and a temporarily unavailable web page.

Broken links highly affect the organic ranking of a business, as Google penalises it through its search bots identifying it as a bad experience for the user that comes across that broken link.

The best thing to do when having broken links in our website is to recheck all the links in it every once in a while. If we come across any broken link it should be checked in order to identify what is the problem with that link and have it solved as soon as possible.

A browser is a software, program or app that allows the user to see the information and data in a web page. The browser reads the code, usually an HTML code, in which the page is codified and it performs it into the screen allowing the user to interact with its content and, even, navigate through it.
The most current known browsers are Google Chrome, Safari, Microsoft Internet Explorer, Microsoft Edge, Mozilla Firefox and Opera. 

A business directory is an online listing of businesses that provides specific data about them, such as name, address, contact information, partners, and their services and products.

Having a business directory will help a business to get more traffic thanks to the awareness increase and its impact on potential customers.

When it comes to SEO, having a business directory will help dramatically to your SEO strategy, as you will be officially associating your business to other trusted brands and companies. Here relays the importance of staying away from ‘bad neighbourhoods’ and only relate your business to trustworthy brands, so as the search engines identify valuable backlinks and make the business rank to first positions on the SERP.