GLOSSARY.

Backlink

SEO

A hyperlink on an external website that points to your site. Backlinks are one of the strongest ranking signals in Google's algorithm — a link from a trusted, relevant site acts as a vote of confidence for your content.

Conversion Rate

Web Design

Conversion rate is the percentage of website visitors who complete a desired action — such as submitting a form, booking a call, or making a purchase.

Core Web Vitals

SEO

A set of three metrics defined by Google to measure real-world user experience: Largest Contentful Paint (LCP), Interaction to Next Paint (INP), and Cumulative Layout Shift (CLS). They are a confirmed Google ranking signal.

Landing Page

Web Design

A landing page is a standalone web page designed for a specific marketing or conversion goal — typically with a single call to action and no distracting navigation.

Local SEO

SEO

Local SEO is the process of optimising a business's online presence to appear in location-based search results — particularly in Google's local pack and Google Maps.

Meta Description

SEO

An HTML attribute that provides a short summary of a page's content. It often appears as the description snippet in Google search results and directly influences click-through rate, though it is not a direct ranking signal.

On-Page SEO

SEO

On-page SEO refers to the optimisation of individual web pages to improve their relevance and ranking for specific search queries — including content, headings, metadata, and internal linking.

Page Speed

SEO

How quickly a web page loads and becomes usable for visitors. Page speed is both a direct Google ranking factor and a key driver of user experience, conversion rate, and bounce rate.

Responsive Design

Web Design

Responsive design is a web design approach that ensures a website adapts its layout and functionality across all screen sizes — from mobile phones to large desktop monitors.

SEO

Digital Marketing

SEO (Search Engine Optimisation) is the practice of improving a website's visibility in organic search results to attract more relevant traffic without paid advertising.

Technical SEO

SEO

The process of optimising a website's technical infrastructure to help search engines crawl, index, and rank it effectively. Includes site speed, mobile-friendliness, structured data, canonicalisation, and crawl configuration.

UX Design

Web Design

UX design (User Experience Design) is the discipline of designing products and interfaces so they are intuitive, efficient, and satisfying to use.

Web Design

Digital Marketing

Web design is the process of creating the visual layout, structure, and user experience of a website — combining aesthetics, usability, and technical implementation.