The technical terms, translated
Plain-language definitions for the SEO terms used throughout the 37-step framework — built for non-technical clients who want to understand what they are buying.
Priority Band
One of four categories (Q1-Q4) the framework sorts findings into, based on importance and urgency: Critical, Reactive, Strategic and Deferred.
Canonical Tag
An HTML element that tells search engines which version of a page is the master copy, preventing duplicate-content issues.
Core Web Vitals
Google's set of user-experience metrics — LCP (loading), INP (interactivity) and CLS (visual stability) — that influence ranking.
Crawl Budget
The number of pages a search engine will crawl on your site within a given timeframe. Wasted on low-value pages, it starves your money pages.
Crawl Diagnostics
The process of analysing how search engines crawl your site, identifying blocked, orphaned or error URLs.
Domain Authority
A comparative score predicting how well a domain will rank in search results, based largely on its backlink profile.
Faceted Navigation
Filter and sort controls (e.g. by price, colour) that generate many URL combinations — often a source of duplicate content.
GBP (Google Business Profile)
The free listing that powers Google Maps and local pack results; central to local SEO.
Indexation
Whether a page has been stored in a search engine's database. A page that isn't indexed cannot rank.
INP
Interaction to Next Paint — measures how quickly a page responds to user input. Replaced FID as a Core Web Vital.
Internal Link Topology
The structure of links between your own pages, which channels authority and guides crawlers and users.
JSON-LD
A structured-data format that helps search engines understand your content and unlock rich results.
LCP
Largest Contentful Paint — the time until the largest visible element renders. A key loading metric.
Local Grid Mapping
Tracking rankings across a grid of geographic points to visualise local search visibility.
NAP Consistency
Name, Address and Phone number being identical everywhere it appears online — a local SEO trust signal.
Orphan Page
A page with no internal links pointing to it, making it hard for crawlers and users to find.
Render Budget
The resources a search engine allocates to executing JavaScript when rendering a page.
Robots.txt
A file that instructs search engine crawlers which parts of your site they may or may not crawl.
Schema
Structured data added to pages to describe their content (e.g. product, article, FAQ) to search engines.
Search Intent
The goal behind a search query — informational, navigational, commercial or transactional.
Semantic Cluster
A group of topically related pages that collectively establish authority on a subject.
SERP
Search Engine Results Page — the listings returned for a query, including organic, paid and feature results.
Sitemap (XML)
A file listing your important pages to help search engines discover and prioritise them.
TF-IDF
Term Frequency–Inverse Document Frequency — a measure of how important a word is to a document relative to a corpus.
Toxic Link
A low-quality or spammy backlink that can harm your rankings and may need to be disavowed.
White-label
Rebranding a service or framework so it appears as though produced by the reselling agency.