Term Glossary


Backlinks are incoming hyperlinks from one webpage to another website entirely. Any external website page that links to your site is considered and counted as a single backlink. Backlinks are strong indicators to search engines of a website’s value.

For example, if many high authority or trusted websites are linking to your site, that indicates to search engines your site too is also trust worthy. On the flip side, if many low value or high spam sites are linking to your website, that may indicate to search engines that your site cannot be trusted. An important part of a successful SEO strategy will include closely monitoring your backlinks and disavow with search engine tools as necessary.

Bid / Bidding

A bid is the maximum amount of money you’re willing to pay for your ad to show up for a certain keyword. Google AdWords uses an auction-like bidding system to allow competitors to “outbid” each other for different keywords. The higher your bid, the more likely your ad is to show up. However, in practice, you only have to pay enough to beat out the next highest amount. For example, let’s say you and a competitor are bidding on a keyword. Your bid $4, and theirs is $1. In this (very oversimplified) situation, you would only have to pay $2 for your ad to show for that keyword.

This doesn’t mean that the best strategy is just to bid higher than all your competitors. Google also looks at the overall quality of your ad and its relevancy to the keyword (your Quality Score) as a factor in deciding which ads get shown for certain keywords.

Black Hat SEO

In SEO, black hat SEO tactics are any aggressive strategies or techniques used for the sole purpose of manipulating search engines into granting favorable ranking results without consideration of the human audience or user experience. Usually these tactics specifically ignore SEO and search engine guidelines. Some common black hat SEO strategies include keyword stuffing, purchasing backlinks, selling backlinks, abuse of rich snippets among others.

It is important to note that black hat SEO tactics can come with severe and sometimes semi-permanent ranking penalties from search engines, especially Google. Make sure your SEO strategy is always following best practices and search engine guidelines – also known as white hat SEO.

Bounce Rate

Bounce rate is the percentage of visitors to visit a site and only view one page before navigating away from the site or closing their browser entirely. This statistic is most commonly tracked through Google Analytics and is seen as negative when percentages are unusually high. A high bounce rate indicates to search engines that a website’s content or keywords may not be focused properly to engage the currently targeted audience and may result in content penalties and loss of SERP keyword rankings over time.