CrestName of CrestDefinition Description
# Of URLS The amount of pages on your website. The number of pages on a site that could be indexed by search engines. AKA – the total number of pages your website contains. The more the better. Another reason for an online blog strategy.
# URLS Submitted How many webpages search engines have indexed. Indexed pages are those pages on a site that have been indexed and are stored by search engines. For example, Googlebot crawls the content of your website and adds it to the index, making it more likely to come up in an online Google search.
Ad Experience Report Target your search results to a specific country. An ad experience is the combination of site layout and behavior, and content and ads that your users are exposed to. An ad experience can be a directly result rankings based on your pages. For example, autoplaying video ads with sound, or with how ads are implemented on your site like having too many ads on a mobile devices and affecting how content is seen.
AdWords Paid listings of your website that will allow you to be seen by users for specific keywords. Most of Google's ads are keyword targeted and sold on a cost per click basis. This is a common way of basic website advertisement.
AMP Implementation Accelerated Mobile Pages on a website showing content to users on search engines quickly. This is a project from Google and Twitter designed to make really fast-loading mobile pages. The goal is that the whole platform is designed just for pure readability and speed. Not to mention, all of this is designed so that Google can host these pages.
Analytics Overview Gathering data about website visitors. A review of how popular your site is, based on Google Analytics, gives information such as who is visiting your site, how often they visit, how often these visits result in sales, and how quickly your pages are loading. This helps you know what to fix on your website in order to become more visible online and increase your sales.
Authority Site Have incoming links from other related expert sites. PROVING your site is the authority. Your website should have incoming links from other trusted sources, an authority site (Wikipedia, for example) will have higher search results placement.
Bing Indexed Pages Pages on your website being crawled and listed by Bing. The search engine finds website. Then it crawls the site to determine the keywords and value of the content on the page (is it helpful to search users and their queries?). It then indexes the pages based on those determinations (similar to creating a library of web pages that the search engine has cataloged).
Blog Regularly publish FRESH content. An area of your website where you can regularly publish content (commentary on industry/company topics, descriptions of events, photos, videos, etc.). Each blog post on your website is a new page that a search engine finds content, and therefore a new opportunity to get found online using keywords. Blogs can also add to the total number of pages (URL’s) on your website and provide additional opportunities to be found in an online search.
Breadcumbs Breadcrumb navigation is displayed to the user, so they can easliy see exactly where that web page is located within the web site. A text based web site navigation that breaks the site into links of categories and sub-categories allowing major catagories of information to be linked in a sequntial order. Breadcrumb navigation is displayed to the user, so they can easily see eactly where the web page is located within the web site.
Canonical Tag HTML element that helps webmasters prevent duplicate content issues by specifying the "canonical" or "preferred" version of a web page as part of search engine optimization. This is important because, if you have a lot of web pages that have similar content, you can tell Google what page they should pay attention to. This is a good way to stop duplicate content. This is also important to syndicate your content, as you can use this tag in the head of the page someone is taking from you and point it back to you as the original source. In essence, canonical tags are useful for setting a preferred URL for your content.
Captcha CAPTCHA is used to restrict automated form submissions from unwanted programs, reducing spam and the possibility of uploading viruses or other malicious files. An acronym for “Completely Automated Public Turing test to tell Computers and Humans Apart” Oftentimes this is in the form of a computer-generated squiggly-letter test that must be typed in by Internet/Web users to prove they are human. When you encounter a CAPTCHA, you are being asked the question, ""Are you a robot?"" CAPTCHA is used to restrict automated form submissions from unwanted programs, reducing spam and the possibility of uploading viruses or other malicious files. In addition to Captcha, leaving direct email addresses off your website can help to avoid spammers.
Competitor Comparable Rankings How you rank compared to your competitors. When considering competing websites, how does your site compare in the areas of website technology, how it’s built, and page-loading speed? Is a competitor’s website more likely to come up in an online search than your website?
Content Gap The difference between your current content and the content you would like to have in the future. We analize your website and keyword rankings against your top competitors in your industry and area. We're looking to find content we can update or create that will beat your competators. By creating newer and more updated content we have the ability to imporve our rankings and move past our compatition.
Content Scraper Taking content from other places on the web and publishing it on your own site. There are many websites that only contain pieces of other websites or stolen content. Many sites will take articles from other websites and publish them as if they were their own, or will even copy entire websites. It is important to know if your website has text on pages that is duplicated across the WWW.
Crawlability The ability of a search engine to crawl through the entire text of your website easily without breaks or a dead-end that should not exist. Search engines use bots (crawling algorithms) to find and add web pages to their search indexes. Users trust search engines and having a presence in the top positions increases a website’s merit.
Deadlinks A link which is no longer functional. Most large high quality websites have at least a few dead links in them, but the ratio of good links to dead links can be seen as a sign of information quality. Ensure that robots and users never click broken link.
Demographics Tracking Designing your website’s content and advertisements in a way that targets and tracks online consumers based on demographic information. Demographic profiles of consumers can be created by using existing information from sources such as browser history, previous searches, and information provided by the users themselves. This information can then be used to segment an audience demographically and target advertisements at their most profitable audience.
Directory Listings Get listed on directories across the web that could refer web traffic to your website. A catalog of websites, typically organized by topic, provides a page of links to related webpages. You submit your site to a directory to help people find it easily. It is important to be listed properly in those directories that are linked to your site.
Duplicate Content Using the same content on multiple pages. If we duplicate content Google will penalize us for poor user experince. Google wants unique content that gives the user different ways to understand a topic. We can list a topic on one page and then expand on the information on another page.
Enable Caching Speeds up website in searches for visitors that have been to your site or others that are searching. In the case of websites, the browser can save a copy of images, stylesheets, javascript or the entire page. The next time the user needs that resource (such as a script or logo that appears on every page), the browser doesn’t have to download it again.  That means pages will load faster. In computing, active date is often cached to shorten data access times. Caching is used to improve overall website performance.
Enabled Compression Using a compression tool to save bandwidth usage. A tool like GZIP compression can be enabled for your website and saves at least 50% of your bandwidth usage. With this tool you can check if your web server is sending the correct GZIP enabled header. This tool allows you to enter your website URL and it will see if the web server sends the GZIP command to your clients.
Event Tracking Tracking of key user interactions. User interactions with content that can be tracked independently from a web page or a screen load. Downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays are all examples of actions you might want to track as Events. Event tracking gives Google Analytics a clear picture of what is being accessed on your website.
Featured Snippets Selected search results that are featured on top of Google's organic results below the ads in a box. A featured Snippet is when you search for something and instead of seeing URLs listed with the normal display from google, instead you see an answer to the question you searched. This is to help the user find information faster. Having a Featured Snippet highly improves the chances of users clicking on your site for information.
Footer Links Links found at the bottom section, or footer, of a webpage. This area typically contains the name of the company or organization that publishes the website, along with relevant copyright information.  Visitors often expect to find certain information about a website when they scroll down to the bottom of a page. It is important to use proper navigation in place of a block of footer links.
Geo Sitemap Tells Google where to find geographical information related to your location. Geo Sitemaps are an extension of your sitemap. These communicate with Google and allow you to submit Geo Spacial content. It specifically tells them either radiuses, cities, or zip codes that you offer services in. Imlimenting a Gea Sitemap straegy increases the amount of potential clients you can reach.
Google Business Listing A website listed with Google business and Google maps. This allows you to create and manage free business listings in Google Maps so people can see your business when doing a local search. Location extensions display your business name, address, and phone number with your ad to help customers connect with your local business.
Google Indexed Pages Pages on your website being crawled and listed by Google. Google first finds website. Then it crawls the site to determine the keywords and value of the content on the page (is it helpful to search users and their queries?). It then indexes the pages based on those determinations (similar to creating a library of web pages that the search engine has cataloged).
Google Webmaster A service by Google allowing webmasters to check indexing status and optimize visibility of a website. Webmaster and Search Console are the same thing and you will hear them used interchangably. Webmaster is a system that scans your website and will e-mail you if there are issues with google's ability to scan the site. You can submit and index new pages. You can build structured data. Submit AMPed pages. View external and internal links on your site and see search analytcs for your keywords.
Header Tags Tags that are used for the creation of headings. Header tag, or the h1 tag in HTML, will usually be the title of a post, or other emphasized text on the page. It will usually be the largest text that stands out. The header tags on your website should have a call to action or active adjectives. You may see more than 15 H Tags depending on your site build.
Heatmap A visual representation of where people are looking and going on your website. A heatmap is imbedded in your website and then left in place for a few months. After at least 30-60 days we can come back and review the data. We can see where users are going to and what content they like. We can see where their mouse was hovering over and we can see where the user's eyes were reading the most content. This information is used to see what content needs to be updated adn what content should be more prominenlty displayed to users.
Horizontal Linking Structures Designing your website in a way that makes for logical navigation through the content. Category pages link to other relevant category pages and product pages link to other relevant product pages.
Hosting Length The length of your contract with the web host you choose for your website. How long is your hosting contract? Do you have a short-term or long-term commitment? Google ranks the site higher if your contract (time commitment) is more permanent.
HREFLANG Tag Target your search results to a specific country. Tells Google which language you are using on a specific page, so the search engine can give results in the corresponding language. Google Search returns the most relevant and useful sites for a user. Because of this, search results will differ depending on what country the user is in. You must help the search engine determine which countries are most relevant to your website. This can be accomplished by specifying that information in webmaster tools.
HTML Improvements Hypertext Markup Language. This is the language in which pages on the World Wide Web are created. It is the code part of your website that search engines read. HTML is used to add formatting and web functionality to plain text for use on the internet. Improvements to your HTML helps search engines read your site easily and often. 
Image Alt Tags Giving names to your images within HTML code to describe the appearance and function of an image on a page. Alt tags will be displayed in place of an image if an image file cannot be loaded. These tags provide better image context/descriptions to search engine crawlers, helping them to index an image properly. ALT tags have SEO value because they inform search engines of what is on your images.
Internal Hyperlinking A link from one page to another on the same website, such as from your homepage to your products page.  Descriptive internal linking makes it easy for search engines to understand what your website is about. Use consistent text for each section of your site, emphasizing other pages within that section. Place links to relevant related pages within the content area of your site to help further demonstrate the relationship between pages and improve the usability of your website. This can also be done commonly through a successful blog strategy. Consider two types of links. 1 - Ensure that you have links that follow. 2 - Hyper link text from page to relevant page.
Keyword Rankings Keywords you currently rank for in your target market based on those core keywords. The position at which a site appears in the results of an internet search helps determine ranking. A site is considered to have a high ranking when it appears at or near the top of the list of search results. EX: keyword search “Contractor Dallas” do you appear on the home page? If so then this means you are position 1-10.
Keywords In Content Using keywords throughout your website. These are the words and phrases that Internet users type into a search engine (such as Google) to find what websites match what they are looking for. A list of specific keywords aimed at your target audience is very important for every business website. The keywords point that targeted web traffic to your business.
Keywords In Meta Description Using industry-specific keywords in the meta description tag. A meta description is a set character count of content that tells what is on the page. Relevant description appear in search results as part of the page description found below the meta title. It should focus on including secondary keywords and phrases which help further explain the page title. 
Keywords/Keyword List Words used in online searches to find a product or service. Having a focused keyword list will increase the likelihood of leading potential clients to your webpage. It also is the guiding force to knowing if your SEO is working or not.
Landing Page The section of a website accessed by clicking a hyperlink on another web page, typically the website's home page. When talking about a landing page, you are talking about one of two things. If you are talking about your websites landing page then typically it's your homepage. When external navigaction brings a user to a website it's usually the homepage. The second is when you are talking about running ads and needing a landing page. These are stand alone pages that are built to make a specific statemnet, offer a special service or give specific information. Instead of wanting the customer to navigate through to fins somenthing you give them a very direct offer or information to halp increase converting them into a customer.
Link Building Links pointing to your site. Link-building is the practice of getting links from external web sites to your website in order to improve direct referrals (people clicking on the links) and search engine ranking.
Low Text To HTML Ratio The amount of text that you have on web pages. There is text on the front-end of a website (what users see / read) and files on the back-end that is considered the text of that website. The text to HTML ratio refers to the amount of text on a web page versus the HTML code on the same web page. Low text to HTML ratio can negatively affect your website’s search ranking. A good text to HTML ratio is anywhere from 25 to 70 percent.
Low Word Count On Pages When a webpage has fewer than a specified number of words (usually under 250). Having longer industry-specific content increases the chance of having your website pulled up in a search query. In addition, having more words per page helps answer a potential client’s questions. The words on your web page should answer the following: • Have I said everything I could? • Have I overcome all objections? • Have I showcased the product or service? • Is the key phrase usage seamless? • Does the copy encourage the next conversion step? • Have I connected with my reader?
Meta Descriptions A brief description of between 100-150 characters of the contents of a page and why someone would want to visit. This is often displayed on search engine results pages below the page title as a sample of the content on the page.
Meta Title Content Keyword based statement that tells users about the company and the content the page is delivering.A lot of websites have Meta Descriptions in place. The content inside of the Meta Descriptions can directly help with ranking keywords and GEO tagging certain areas. A well written Meta Description will tell the user what they are about to be given.
Meta Titles A title you give your webpage so that when a person sees a link to your page from the search engine it has a title to go with it. This title tells search engines more about your website. The word count of a meta title should be between 50-60 characters to be more relevant in web searches. This is seen on the page tab in many browsers and can be saved as the title of a bookmark.
Mobile Your website should meet Google standards and user experience on mobile phones. A mobile website can be accessed using any mobile device. We make sure your website is user-friendly (applying Google standards), because people use mobile devices now more than ever to access and order online.
Optimized Images Saving or compiling your images in a compressed web-friendly format and listed for searches. Optimizing images results in byte savings and performance improvements for your website. The fewer bytes the browser must download, the less competition there is for the client's bandwidth and the faster the browser can download and provide useful content on the screen.
Overall Brand Awareness The extent to which customers are able to recall or recognize a brand. Increasing and improving brand awareness is a top priority for marketers as a means of increasing sales. Your website is an effective place to spread brand awareness. In order for your site to be found when you don’t have a popular brand, you will have to use the keywords that your customers or future customers are using.
Overall Design Designing a website with a clean flow which reflects professionalism and quality. Your website should not include unessential elements that distract from the content and core message. Every element should have a purpose. A website should be refined so that the overall design allows the information to flow and be easy to consume. This also feeds into user experience and average number of pages visitors view.
Privacy Policy A privacy poliy is a document that explains how an organization handles any customer, client or employee information gathered in its operation.A privacy policy page should specify any personally identiiable information that is gathered, such as name, address and credit ard information. Other things such as browsing habits, uploading and downloading inoformation and if your company is going to be using and how they are going to be using that information.
Properly Named Pages Using keywords in website URLs. Using keywords throughout your website makes it easy for both users and search engines to read through and understand the content of your site. It also provides a clear idea of what is on every page of your site. So, using keywords in your URLs helps to further increase search visibility.
Rank Recon A program that has the ability to uncover Google’s algorithms and discover the search marketing secret formula for ranking a website in Google. It does all the work of analyzing the top-ranking websites and providing you with a detailed report of how they got there. With this useful information, the next thing to do is to apply it to your own website and start building backlinks, exactly the way Google wants them. By simply typing-in the keyword that you want to rank for and your website URL, Rank Recon can collate tons of useful information about your competitors and what you can do to outrank them.
Rich Snippets Extra information, shown between the url & the description on search engine result pages, that provides a sample of a site's content. Rich Snippits helps dress up your Google Search result. You can add a star rating system or even small pictures. This feature helps draw attention and can be effective in increasing website traffic if done properly. Putting the wrong pictures or content here can significantly hurt your traffic as well.
Secure Certificate Having a secure site that is HTTPS. An SSL link guarantees that all data passed between the web server and browsers remain private and integral. SSL is an industry security standard and is used by millions of websites in the protection of their online transactions with their customers. Going HTTPS (adding an SSL certificate on your site) has “positive results” in terms of relevancy and ranking in search results. Being HTTPS compliant also keeps commerce safe on the web.
Sitemap Gives a map of the site to users and to search engines.A site map is a model of a website's content designed to help both users and search engines navigate the site. A site map can be a hierarchical list of pages (with links) organized by topic, an organization chart, or an XML document that provides instructions to search engine crawl bots.
Social Media Connection Connect your website to social media platforms. Online media created by and shared among individuals, such as Facebook, YouTube, LinkedIn, Google+, and Twitter, are popular social media websites. Links from many social media sites appear in searches. It's important to have links to your site spread throughout social media in order to increase brand recognition and searchability.
Social Reputation What people think of you online based on your website. Online social reputation can affect a company’s revenue. People that follow you, rate you or talk about you all leads to your reputation.
Speed How fast web pages are downloaded and displayed on the user's web browser. Your site should load in under 2 seconds. Some factors that can affect how quickly the page loads include browser/server cache, image optimization, and encryption (for example SSL), which can all affect the time it takes for pages to render.
Strong Content The part of a web page that is intended to have value for and be of interest to the user. Strong content on each page includes more than 500 words and uses major keywords in that content. It is also important to have structure to your content and not duplicate text from other web sources.
Structured Data Approved Code that you can put on your website. It's code written so that search engines understand it. Search engines read the code and use it to display search results in a specific way. Structured data adds more detail to the information displayed in the search results for your website.
Toxic Links Toxic websites that are black listed pointing to your site. These are links to your website from spam websites that could be containing viruses and malware. This can happen when someone wants to achieve a sudden rank boost for their own site but don’t release that the toxic link is harmful for other websites. These must be removed, as viruses and malware can interfere with the effectiveness of your website. Black hat SEO companies will often link bad sites to yours to hurt your rankings. You must monitor your links in order to not lose rankings.
User Engagement Level An assessment of an individual's response to your website.  User engagement level refers to how frequently and how long a user interacts with your website. The more time a person spends on your site, the more invested they are in your product. This produces more opportunities for online leads/sales and will increase brand awareness. The average website has under 2 pages visited by a user. If you are over 2 you are doing well. If you are over 3 - EXCELLENT.
UX (User Experience) The overall experience of a person using your website, especially in terms of how easy or pleasing it is to use. This includes factors such as how long a client stays on your website (bounce), where they click, and the ease with which they are able to move through the site.
Vertical Linking Structures Are In Place Designing the links on your website in a way that makes for logical navigation through the content. The homepage links to category pages. Category pages link to sub-category and product pages as appropriate. Then product pages link to other relevant category pages. The links of a website should flow in a logical manner.
Website Errors There are errors on your website. Your site needs to be continually monitored for possible fixes because website errors can cause you to lose potential rankings.