Term Glossary


Schema markup is code (semantic vocabulary) that you put on your website to help search engine crawlers better identify and categorize your content to return more accurate results for searchers. If you’ve ever implemented or used rich snippets, you’ll understand exactly what schema markup is and how it works.

While schema has not yet been confirmed as an official ranking metric for Google, many digital marketers believe it can help increase your chances of ranking as well as ranking in position 0: Google’s featured snippet box.

Some of the different types of schema markup you can add to your site include:

  • Local Business
  • Organization
  • Website
  • Person
  • Product
  • Event
  • Recipe
  • Job Posting
  • Breadcrumbs
  • Sitemap
  • and many more.

Head over to schema.org to learn more about the many different kinds of schema markup you can implement on your site. You can also try out Technical SEO’s helpful schema tool to easily create validated markup to add to your website.

Search Engine

A search engine is a certain kind of program that searches the internet and creates a list of relevant web pages based on keyword and phrases specified by users. They follow specific rules and deliver users content based on how closely the result matches their keyword and based on the quality of the website. Some example of popular search engines are Google, Bing, and Yahoo.  Advertisers employing SEO and PPC both utilize search engines as platforms to get users to their site.

Search Engine Marketing (SEM)

SEM stands for search engine marketing. It is a form of PPC, which occurs only within search engines (Google, Bing, etc.).  SEM is the way businesses use ads to promote their website and increase their visibility within the SERPS.

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is the strategy and process implemented to increase a website’s ranking position in search engine results page (SERP) and therefore increase organic and natural site traffic and revenue potential. Common SEO strategy plans include technical & content focused SEO for both on-page and off-page digital marketing

Search Engine Results Page (SERP)

A search engine results page (SERP) is the page of results displayed by a search engine after a user submits a query. The primary component of a SERP are links and short text explanations to best matched websites returned by the search engine in response to a keyword query. These results may also include paid advertisements, such as PPC, videos, and imagery.


A spider is a program that visits sites and collects information for search engines to use. Also known as “crawlers” or “bots,” all search engines use spiders in order to create entries for their indexes. Spiders can travel from link to link, gathering website information as they do so. Just like the real thing, these spiders are constantly crawling the web. Webmasters can see which spiders and bots have visited their site, and can even block bots from crawling certain pages of their site in the future.