Glossary
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A
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Accessibility tree
A structure derived from the DOM (Document Object Model) that represents the accessible elements of a web page.
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Ahrefs
An SEO tool that tracks keyword rankings, search volumes, keyword difficulty and backlinks for any website.
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AI Overview
Google's AI-generated answer, shown above the ordinary search results for some searches.
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AJAX
A technique used in web development to create faster and more dynamic web applications.
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Algorithm
A step-by-step set of instructions or rules designed to solve a problem or perform a specific task.
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Alt text
A short, descriptive text attribute added to an image's HTML code that provides a textual alternative to the image.
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API
A set of rules and protocols that allows different software applications to communicate with each other.
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Array
A data structure that stores a collection of elements, usually of the same type, in a specific order.
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Asynchronous
A programming concept where tasks run independently of the main application flow, allowing other operations to continue without waiting for the task to complete.
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ATAG
A set of guidelines developed by the World Wide Web Consortium (W3C) to ensure that software tools used for creating web content are accessible to people with disabilities.
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Attribute
A modifier of an HTML element that provides additional information about the element, defining its behaviour, appearance, or content.
B
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Backlinks
Hyperlinks from one website to another, which search engines like Google treat as a signal of credibility and relevance when ranking websites.
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Backup
A copy of data stored separately from the original source to protect against loss, corruption, or accidental deletion.
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Bad neighbourhood
A group of websites or IP addresses associated with low-quality or unethical practices, such as spam, malware, or black-hat SEO tactics.
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Baseline
A reference point or standard used to measure and align elements consistently in web development and design.
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Below the fold
The portion of a webpage that is not immediately visible without scrolling.
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Blog
A regularly updated website or section of a website where individuals or organisations share written content, images, and multimedia on specific topics or themes.
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Borders
Visual lines or edges that outline elements on a webpage or within a digital design.
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Bottom bar
A fixed navigation or action bar located at the bottom of a webpage or app interface.
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Bottom margin
The space added beneath an element on a webpage or in a digital layout to create separation from the elements below it.
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Bottom padding
The internal space added to the bottom edge of an element within a webpage or digital layout, creating distance between the content of the element and its boundary.
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Bounding box
An invisible rectangular frame that encloses an element or object within a digital layout or graphic.
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Breadcrumb
A navigation aid displayed as a horizontal trail of links that shows users their current location within a website’s hierarchy.
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Browser
A software application that enables users to access, view, and interact with content on the internet.
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Buffer
A temporary storage area in computer memory that holds data while it is being transferred from one place to another.
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Bug
An error, flaw, or unintended behaviour in software or code that causes it to function incorrectly or produce unexpected results.
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Button
An interactive element on a webpage or application interface that users can click or tap to perform an action, such as submitting a form, navigating to another page, or triggering a specific function.
C
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CTR
The percentage of people who click a search result after seeing it, calculated as clicks divided by impressions.
D
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DR
An Ahrefs score from 0 to 100 measuring the strength of the backlinks pointing at a whole website.
G
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GBP
A free listing that puts a business on Google Maps and in the local results of Google Search, with its address, opening hours, reviews and photos.
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GSC
Google's free tool showing how a website performs in its search results: the searches it appears for, how often it is shown and clicked, and its average position.
H
J
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JSON-LD
The format structured data is usually written in: a block of code in a page that describes it to search engines, such as a product, an organisation or a set of FAQs.
K
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KD
An Ahrefs score from 0 to 100 estimating how hard it is to reach the first page of Google for a search term.
L
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Local pack
The block of local businesses with a map, shown near the top of Google for searches with local intent.
N
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NAP
The core contact details of a business: its name, address and phone number.
P
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PAA
A box in Google's results listing questions related to the search.
S
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Schema
Structured data added to a page's code to describe what the page is, such as a product, a local business, a breadcrumb trail or a set of FAQs.
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SEO
The work of improving how often a website is found in unpaid search results, and how often the people who find it click through.
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SERP
The page Google shows in answer to a search.
U
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UR
An Ahrefs score from 0 to 100 measuring the strength of the backlinks pointing at a single page, as distinct from the website as a whole.
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URL
The full web address of a page, such as https://d3creative.uk/glossary/url.
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UX Design
The process of creating products or services that provide meaningful and relevant experiences to users.
