You received a quote from a web designer. It mentions "hosting", "SSL", "redirects" and "conversions". You nodded and said "fine", but inside you wondered what exactly these are. The monthly report talks about "organic traffic", "the index" and "click-through rate". And there is nobody next to you you feel comfortable asking.
Do not feel embarrassed. These words were not invented for you. In this article I explain the 25 terms I see most often in quotes and reports, in everyday language. Use it as an SEO glossary for beginners: look up what you need, and ask about anything unclear in the meeting.
How the website is built
These are the "building" of the site: the address, the plot of land, the lock on the door.
| Term | What it means |
|---|---|
| Domain name | Your website's address on the internet, the name you type, such as yourcompany.com. It works like your shop sign, is usually rented yearly, and you should be the registered owner. |
| Hosting | The space on an always-on computer where your site files live. If the domain is the address, hosting is the plot at that address. Slow or unreliable hosting slows your site down. |
| SSL certificate | The padlock in the address bar. It encrypts the data between visitor and site. Without it, browsers may warn visitors that the site is "not secure". |
| CMS (content management system) | The admin panel where you can change text and pictures without writing code. Always ask who built your site and with which system. |
| Redirect | Automatically sending someone who visits an old address to the new one. If skipped during a redesign, old addresses lead nowhere and rankings can drop. |
| 404 error | The "page not found" screen, shown when someone reaches a deleted or mistyped address. A few are fine; lots of them cost you visitors. |
Being found on Google
These terms describe how a customer finds you.
| Term | What it means |
|---|---|
| Keyword | The phrase a customer types into Google, for example "dentist Manchester". Your specialist should tell you which phrases your site is prepared for. |
| Search intent | Why the person made that search: to learn something, to buy, or to find the nearest place. The right page should answer the right intent. |
| Organic result | A natural search result that is not an ad. You do not pay Google per click for these, but they take effort and time. |
| Paid ad | The spots marked "Ad" above the results. You pay per click, and when you stop paying, the visibility stops. |
| Index | Google's list of the pages it knows. If your page is not on this list, nobody can find it through search. |
| Sitemap | A list that tells Google "these are my pages". It helps new or large sites get their pages discovered. |
| Meta description | The short text under the page title in a search result. It directly influences whether people click, so it deserves care. |
| Backlink | A link from another website to yours. Links from trusted sites are a good sign; bulk-bought links are risky. |
| Page speed | How quickly a page opens. A site that loads slowly on a phone loses visitors. |
| Mobile-friendliness | Whether the site is easy to read and use on a phone screen. A large share of searches happen on phones, so this is now a must. |
Measuring and getting results
Reports spend most of their time in this part.
| Term | What it means |
|---|---|
| Traffic | The number of visits to your site. It means little alone; the real question is whether the right people are coming. |
| Click-through rate (CTR) | Of the people who saw you in the results, how many clicked. If the title and description are weak, the rate drops. |
| Bounce rate | The share of visitors who arrive and leave without doing anything else. A high rate may mean the page does not meet expectations, though it is not always bad: someone who finds your address and leaves has got what they came for. |
| Conversion | A visitor doing what you want: calling, filling in a form, booking. The real measure of SEO is conversions, not traffic. |
| Google Search Console | Google's free reporting tool for site owners. It shows which searches your site appears for and whether Google found problems. |
| Google Analytics | A free measuring tool that shows where visitors come from and what they do on your site. |
| Google Business Profile | Your business card on the map and in search: address, phone, reviews. For local businesses it is often seen before the website. |
| Landing page | The first page someone sees after clicking an ad or a search result. It should focus on one goal, such as a booking. |
| CTA (call to action) | A button or sentence like "Call now" or "Book an appointment" that invites the visitor to take a step. Every important page should have one clear one. |
Questions you can ask about quotes and reports
Knowing the terms lets you ask better questions. A few examples:
- In whose name are the domain and hosting registered? When is the yearly renewal?
- Will redirects be set up for old addresses when my site is rebuilt?
- Does the report show only traffic, or also conversions such as calls, forms and bookings?
- How is backlink work done? Are links bought in bulk?
- Which keywords are targeted, and why were they chosen?
- Will I have access to the Search Console and Analytics accounts too?
If a specialist answers these plainly, that is a good sign. If the answer disappears into jargon, keep asking until you understand.
Frequently asked questions
Do I need to know all these terms?
No. You need to know enough to understand what the quote and the report say. If a term trips you up, ask the specialist to explain it with an example.
Are a domain and hosting the same thing?
No. The domain is the address and hosting is where the site lives. They can be bought from different companies, which is why you should hold the account for both.
Which is better, organic or paid?
One does not replace the other. Ads give quick visibility but end when you stop; organic results take time but do not require constant payment in the same way. Depending on your situation they can be used together.
What should I do if I do not understand a term in the report?
Mark the term and that page of the report, and ask. A good report should also include a sentence that interprets each number.
Conclusion
Terms look intimidating at first, but most are the technical name for an ordinary idea. Keep this glossary open next to your quotes and reports. If you would like to read your quote or report together and make it simpler, you can reach me through my SEO services page.