Adem Mert Kocakaya
Adem Mert Kocakaya - 03 September 2022
SEO Team Lead


Algorithm: It is the chain of rules in which all the steps that can be followed to achieve a goal/action are determined and the process constructed.

AMP: Accelerated Mobile Pages is developed by Google. It is a design template that makes websites open faster on mobile devices.

A/B Testing: It is a set of processes in which two different versions of a web page or application are tested to measure user behavior.

AJAX: JavaScript and XML are the processes that exchange data on a web page without refreshing the page. It is possible to see in form and basket transactions.

Anchor Text: It is the word to which the link is given for a link in any content on the website or for links made from one site to another site.

ASO: APP Store Optimization is the whole of the optimization studies that enable to highlight the applications in the android and IOS mobile application stores.

Average Visit Duration: It is known as AVD or average session duration that refers to the average amount of time a user spends on the website.


Backlink: Links from any website to another website are called backlinks. It plays an important role in SEO studies

Blackhat SEO: It uses search engine optimizations in unethical and harmful ways for the website. After a very short-term rise, it brings decline and loss to the website in the long run.

Bounce Rate: It gives the percentage of time that users who visit the website exit the page. Bounce rate increases when a user exits a page in a short time. Therefore, the lower the bounce rate, the more advantageous it is for the website.

Bot: They are virtual user impersonations used for browsing websites, performing data extraction/sending operations and testing. Bots are also known as spiders and can be distinguished by search engines. Search engines often use bots to crawl a website.

Breadcrumb: They are on-page navigations that allow users and bots visiting a website to navigate more practically within the site. For example, when a page is visited, it is the hierarchical navigation from the category to which that page is linked at the top to the home page.

Broken Link/URL: It is an error situation caused by not opening any link on the website anymore. They are usually indicated by the 404 error code. Broken links are very important metrics to detect and remove/edit in SEO optimizations, as they weaken the user experience.


Cache: It is a cookie method in which the final version of a website is statically saved and served to users quickly. The user who visits the same page again sees the last version stored in the cache instead of waiting for the page to load dynamically, and the user browser gains performance.

Canonical: It is tags that express the originality of a web page. For example, the canonical page indicates that the original URL for search engine bots is this page, while the canonical tag given to another page means that the relevant page is just a similar one and the original URL is the URL specified in the canonical. Therefore, the use of canonical is very important in terms of SEO and is one of the metrics to be considered.

Call To Action: It is sequences of call-to-action text/sentences that are used from meta tags to enable the user to interact within the page as well.

CDN: It is the general name of the servers used to increase browser performance by calling source files (DOM elements such as images, css and js files) on websites from a different source. 

CCTLD: It is the name given to the country extension at the end of a domain. For example: /

Cloaking: It is the process of presenting a different page to search engine bots than to real users, often used to manipulate search engines. With the developing search engine algorithms, this difference is easily understood and is not recommended for a healthy SEO study. 

Cookies: It is a browser storage policy that stores user sessions and data to be processed, similar to the cache method. Unlike Cache, it is automatically cleared after a certain period of time instead of keeping it permanently.

Competitor Analysis: It is the case of making the work, visibility, on/off page analysis of competitor websites that provide products/services in a category related to a website.

Conversion Rate: It is a numerical value that measures the purchasing behavior of a product or service by users visiting the website. It measures how many people buy a product/service and how many people fill out the contact/registration forms.

CRO / Conversion Rate Optimization: It is the whole of the optimization studies to increase the behavior of users visiting the website, such as purchasing/registering products/services.

CSS: The code language that determines the format and style of websites is called CSS. With CSS, many style arrangements are made such as the size of the images on a website, the colors of the buttons, to the fonts and formats of the texts.

CTR(Click Through Rate): In the performance marketing, it refers to the click-through rates of the published ads compared to the impression.

Crawl Budget: Search engines allocate a certain crawl limit when crawling a website. While this covers 90% of some site, some may cover 70% of the site. The up-to-dateness of the website, its responsiveness and originality in accordance with the user experience are among the positive factors that increase the scanning budget of search engines.

CPC: It means Cost Per Click that refers to the price a website pays to the search engine for each click in search engine advertising.


Data: It is all the information on the internet.

Deindex: It is the process of removing/indexing a web page indexed by search engines.

Density of Keyword: It is used to express the frequency of usage of the relevant keyword in a website, page and article

Disavow: The process of rejecting backlinks that a website receives through Google Search Console.

DNS: It is the unique IP address a website has.

Dofollow: These are the reference links that allow the relevant page and domain value to be shared with the site to which the link is given, in the link/backlink given from one website to another website. If there is no definition specified by search engine bots on the HTML side (nofollow, noreferrer, etc.), it is considered to be an automatic dofollow link.

Domain: It is the name of a  website. Each domain must be unique and must not contain Turkish characters.

Domain Rate / Domain Authority: It is a numerical term that expresses the visibility of a domain by search engines and its power in proportion to the visit it receives. The content shared by a website with a high domain authority is quickly indexed by search engines and the quality of the backlinks it gives is higher than other websites.

Doorway Page: It is the process of opening helpful websites created to rank a website higher in search results. In doorway page, it is generally used in backlink strategies.

Dwell Time: It refers to the time it takes for a user to return to the search results after clicking on a website from the search results. The higher the Dwell time, the more advantageous it is for the website.

Duplicate Content: It is caused when the content on a website is found on more than one page. At the same time, adding content on another website without showing the source causes the problem of duplicate content.


External Link: An external link is the link from one website to another website. Since external links are like backlink, they are added with definitions such as nofollow, dofollow, noreferrer, noopener.


Featured Snippet: It is results at the top of the search results that provide information about the searched topic directly on the search page. It is called the zero position. Usually It is the position that lists the results on the search page like “What is it? How is it done? What are they?” without requiring a visit to the website.

First Contentful Paint: It is the pagespeed value that shows how long it takes to load the main content of a website. The lower the FCP value gives the faster the website loads.

Filezilla: A bridge program used to access a website's server.

FTP: It is called the server/hosting directory where the website files are located. File Transfer Protocol is used to store website server files and to exchange files.

Favicon: It is the icon of the website displayed in browsers. It is usually located at the top of the browser, in the tab section. It helps the site to attract attention and increase brand awareness.


Google Ads: It is the platform where Google ads are managed. It is also known as performance marketing. 

Google Analytics: It is a free website traffic tracking tool offered by Google. It is a comprehensive tracking and analysis tool where information such as location, reference, demographic (age/gender) of users visiting the website are shared and historical data analysis can be made.

Google Search Console: It is Google's free website traffic tracking tool. Unlike Google Analytics, it shows the user directly from the search results. The site map of the website, robots.txt, is the address where responsive analyzes and updates are shared with Google.

Google BERT: The BERT algorithm developed by Google is prepared to make sense of searches made in daily conversations.

Google Pirate: When websites that generally broadcast pirated and violate copyrights are reported, the Google Pirate algorithm examines the relevant sites and ensures that they are removed from the index and search results.

Google Tag Manager: It is a free service developed by Google to monitor and analyze website visitor behavior. It analyzes users' behavior and on-site activities such as filling out forms, clicking buttons, shopping conversions.


Heading Tag: It plays an important role in the recognition of the page by search engines. They are listed from H1 to H6 and each tag differs in size, font and style.

H1: It is the primary title tag that gives information about what the page on the website is about. It directly reflects the main keyword of the page. For a successful SEO optimization, it is recommended to have 1 H1 on each page.

H2: It is the title tag used to express the subheadings of H1 on a web page. It contains the main headings in the content of the page.

Hreflang Tag: It is used to specify the alternative language version on a web page. It indicates to search engines that the same website is another language option Where the hreflang tag is used.

Hosting: The storage area of a website's files. Hosting is the area where the images, HTML, CSS and JS files on the website are hosted.

Htaccess: It is the main file that can be considered as the main engine of the website, where all routing (SSL, URL, etc.) adjustments are made. It is usually hosted on servers as “.htaccess”. A dot (.) at the beginning indicates that the file is hidden.

HTML: It is the world's most common web display language interpreted by browsers. Today, all pages visited with browsers (Opera, Chrome, Mozilla, etc.) are displayed in HTML format.

HTML Lang Tag: A tag that expresses the language of a web page to the browser. With the HTML Lang tag, browsers format the letters on the page according to the defined language. For example, Turkish characters cannot be used on a page with HTML Lang "EN", if used, the browser automatically converts these letters to English characters.

HTTP: It means HyperText Transfer Protocol that is a transfer protocol that enables communication between different systems on the website. For example, many data flow processes such as calling a CSS & JS file from the server/hosting, fetching information from the database, form and purchase transactions take place within the HTTP protocol.

HTTPS: It means Secure Hypertext Transfer Protocol that is the security-enhanced version of data communication in the HTTP protocol. An HTTP protocol with an SSL certificate is shown as HTTPS and all data sending/receiving operations on this protocol are encrypted.


IP: It is the address that enables data exchange between websites and computers.

Index: It is usually the storage area where search engines categorize/folder and store websites. The index is also used in computers for the meaning of folder and categorization.

Internal Link: It is a link from a page on a website to another page on the same website. It used to support in-site pages and to facilitate the user experience in SEO studies. 

International SEO: SEO study is supported by subfolder / subdomains and alternative language options.

Infinite Scroll: It is the display of new pages, products, services as users scroll up the page on the website. It is used as a modern pagination technique. 

Image Alt Tag: It is a tag format that tells the purpose of an image on the website and what it is about. If the searcher has image alt tags that match the query term, it means that the media content related to the user's search term is on the page. It is one of the important metrics in terms of SEO. It is used asALT LABEL.

Image Title Tag: It is the tag that specifies the name of an image on the website. In terms of SEO compatibility, the keyword of the paragraph that the image represents is written.


Keyword: Keywords form the main strategy of SEO studies. It refers to organic syntaxes that the website wants to get traffic to.


Latent Semantic Indexing (LSI): It detects the semantic link and relationship between keywords. For example, it establishes the semantic link between the keywords "car" and the words "gasoline, door, trunk". The use of LSI keywords in SEO studies is important because it increases the quality of a content.

Link: It is a clickable HTML text that makes it easy to navigate within/between websites.

Log & Log File: Log is the log of transactions in a website/application/program. For example, memberships, purchases, form filling processes, software-side errors and updates made on a website are stored as a "Log" record. Files that store log records are called Log Files.

Landing Page: It is a HTML page consisting of a single page and marketed to provide user interaction. It is usually created for social media and advertising campaigns.

Lazy Load: It is the loading and serving of the visual/media contents on a website to the user only when the area in which they are located is shown. For example, loading the image in the footer after logging in to a website weakens the page performance and user experience. To prevent this, Lazy Load ensures that the relevant image/media content is loaded only when the user views the footer area.

Link Building: It aims to increase the user experience, and is evaluated under two different headings as on-site and off-site. In intra-site link building, links are made to provide circulation between the pages on the same website, while in off-site link building, a link is output from one website to another website.

Long Tail Keyword: These keywords consist of a minimum of 3 words, making the search term more specific. 

L​​ocal SEO: Making an SEO optimization specific to only one region (Marmara, Istanbul, Kocaeli, etc.) is defined as local SEO.


Meta Title: It is the name given to the title of the sites listed in the search results. It is usually prepared by specifying the title that is desired to be displayed to the user in the results. With the last update, Google announced that it has decided to automatically determine the titles in the search results based on the relevant content.

Meta Description: The descriptions of the sites listed in the search results. It is located below the title and is prepared to directly affect user behavior.

Meta Keyword: It is the meta tag that expresses to search engines which keywords the relevant page addresses. Although it is not important for Google, it remains valid for other search engines.

Meta Tag: It is meta tags usually created for search engines. It is known by tags such as meta title, meta description, meta author, meta theme, meta keyword, meta robots.

Metric: It refers to the measurement titles used in the analysis of the website. SEO metrics refer to the parts/works that need to be edited on the website in search engine optimization.


Niche: It is used to express a special area belonging to a sector/professional group. For example, “cars” is a general category, while “BMW brand/model car” refers to a niche area.

Noindex: It is the meta tag added to the pages that are not wanted to be indexed/indexed by search engines on the website.

Nofollow: It is a tag that does not want to be followed by search engine bots from a website within the same site or that the reference value is not transferred in link exits made to a different website. It plays an important role in backlink processes.

Noopener: Especially in the links opened in the new tab, cookies, sessions, etc. from the previous page. It is a tag that prevents data transfer to different web pages by blocking information.

Noarchive: It is used to not show the HTML state stored in the cache side of a website. Websites with cache issues often use this tag.

Noimageindex: A noindex-like meta tag used for images that are not intended to be indexed on a web page.

Noreferrer: It is usually used with the noopener tag and prevents the referrer information from being transferred to the newly opened page.

Nosnippet: It is the meta robots tag added to the page in order not to be included in the snippet / featured results mentioned as 0th in the search results.

Notranslate: It is the meta robots tag that prevents automatic translation of the website according to the browser languages of the users.


On Page SEO: It refers to all in-site metrics that affect search engine optimization such as site speed, images, meta tags, structured data markups within a website.

Offpage SEO: It refers to the external links given to a website, social media studies, off-site search engine optimization studies such as backlinks/promotional text, social bookmarks.

Open Graph Tag: It is meta tags that determine how a website's content will appear on social media accounts.

Organic: It is a term that does not contain any referrer links, does not come through a link on another website or social media, accessing the website by direct search, ad-free natural studies and traffic. It is also used for all work that proceeds in its natural course without a direct intervention.

Organic Search: It refers to user behavior that provides access to non-advertising/natural results by querying search engines. All queries made using search engines are within the scope of organic search.

Organic Traffic: It refers to visitors coming to the website from search engine queries. It reflects the traffic earned by the website directly from the search results, without the intermediary link,  any advertisement, promotion, social media etc. 

Orphan Page: Pages that do not receive a link from any page within the website. They are generally not discovered and crawled by search engines, that’s why  they have indexing problems.


Post: It is blog content on a website, social media posts.

Pagination: The term used for pagination on a web page. For example, “1,2,3,4….” in Google search results. It is generally used on product listing pages and blog listing pages on e-commerce sites.

Page Speed: It is the scale that determines the average load times of DOM elements (CSS, JS, Media Contents) in a web page. The higher the page speed gives the more efficient the user experience.

Page Authority: It is page score that is determined by on a website based on external links, its keywords and organic visits.

Paid Search: It refers to ad queries and clicks in search engines.

Paid Traffic: It is used to express the traffic obtained from advertisement results such as search engines, social media.

Parameterized URL: The "?" at the end of a URL. It is used to express the terms added with the sign. For example, "color=red" at the address "" is a parameter and this URL is a parameterized URL.

Paravan Blog: These are sub-sites opened to support a website on the backlink side. Usually, after a few blog posts are entered, a link is exited to the target site and it is aimed to strengthen the authority of the target site. It is not an efficient method.

Pogo Sticking: It means that the user who visits the website from the search results exit the website quickly. It is a negative behavior in terms of session duration and user satisfaction.

Position: It is a website's ranking in search results.


Responsive: If a web page opens on mobile, tablet devices and browsers correctly, it is responsive. Opening the entire design structure, such as the images, styles, page width, used on the web page, on all devices and browsers, shows that the relevant website is responsive.

Rich Snippet: It is a kind of HTML tag that helps search engines to make sense of a page, including page summary, visual and media content, breadcrumb and other structural data markings on the page.

Robots.txt: It is the first file type encountered by search engine bots visiting the website. The crawl/uncrawl commands of the pages on the website and the path of the sitemap are determined in this file.


Schema: It is a kind of reference platform with structured data markups and many meta markups that enable websites to be interpreted and understood more successfully by search engines.

Search Query: It is all words and phrases made on search engines.

Search Volume: It is a numerical expression that shows how many users search for a keyword on average in a certain period.

SEO: It means Search Engine Optimization. SEO organizes and optimizes a web page according to the criteria stipulated by the search engines in order to provide a more successful user experience.

SEM: It means Search Engine Marketing that is to make a web page appear in the advertisement area on the first page of search queries by giving price offers to search engines in certain keywords.

SERP: It is the page that shows the search results for a keyword.

Server: Web site hosting and all design, JS etc. that performs network requests to a web site. It is a storage device that contains files such as hosting and all design, JS etc.

Server Response Time: It is the time to send all the DOM elements that the browser requests from the server before it can load a web page. The more powerful the server processor gives the faster this response.

Session: It is time that the user spends on the website. The page user interacts with the whole process. 

Session Duration: A term that is frequently encountered in Google Analytics and expresses the average time users spend on the website.

Short Tail Keyword: These are keywords consisting of 3 words or less. For example: “Car prices” is the short tail keyword.

Sitemap: It is files with xml extension that list the category tree, pages, products/services on a website as URLs and increase the crawling efficiency of search engines.

SSL Certificate: It is the secure version of the web protocol "http" that provides secure data transfer. It appears as "https" and encrypts all requests made on the web page. In this way, data such as bank information, credit and personal information are protected. It is a very important metric for search engines.

Subdomain: It is a sub-website opened with the domain extension of a website. For example, if the main site is "", "" is the subdomain.

Subfolder: It is given to the directories that come after the domain of a website and are opened in the form of folders. For example, if the main site is “”, “” images are a subfolder.


Technical SEO: It is search engine optimization studies, which includes topics such as website infrastructure, server-side solutions, JS and CSS analysis, site speed, link depth.

TTFB (Time To First Byte): It is the response time to the request sent to the server when a website is opened. The ideal time is 0.2 seconds.


URL: Protocol + identity + domain extension + country extension + subfolders used to log into a website all form the URL. For example, siteadresscomtr/page is an example of a URL. URL is the intermediary identity used to reach a website.

URL Structure: URLs should always contain keywords that describe the page content to both the user and search engine bots. For example, for the page with car prices: is an incorrect URL. For the correct URL usage: can be an example.

User: People who visit the website.

User-Friendly: All kinds of pages, content, and websites that enable website visitors to navigate and interact faster and more practically are defined as user-friendly.

User Interface (UI): It is the web style and design structure designed to enable users to interact with the website.

Bt is the area that analyzes and optimizes the purchasing behavior of a product / service of users visiting the website.


Visibility: Position, impression, and clicks in search results refer to a website's SEO visibility. In addition, social media and backlink visibility can also be evaluated in this context.

Visitor: All real users (other than bots) who access websites and browse the pages are called visitors.

Visual Optimization: It is the editing process that enables users to view the page faster by reducing the size of the images on the website without decreasing the quality, scaling them according to the pixel size, converting their formats to the formats that search engines want (JPEG, JPG, WEBP, etc.).


White Hat SEO: It is the whole of SEO work that optimizes the metrics that search engines deem appropriate in a natural and most appropriate way. There are no illegal methods and manipulative techniques for search engines in white line seo.

WWW: It means World Wide Web that is one of the protocols that verify data transfer on the Internet. It does not have any manufacturer or center.

WordPress: Open source is a web creation interface that allows individuals/businesses to build their own websites. It is the most preferred open source web software due to its practicality and SEO compatibility.

Woocommerce: It is a WordPress plugin that enables websites with WordPress infrastructure to do e-commerce and receive payment by adding virtual pos.


Yandex: It is a search engine Russia-based. It is one of the most widely used search platforms after Google.

Yandex Metrica: It is a free site development & analysis tool similar to Google Analytics developed by Yandex.


Zero Position: It is the snippet position shared with the user in the form of summary information at the top of the search results.

Z-index: It is a kind of CSS property. It determines the screen depth of the elements on the website. It is frequently used in responsive web design by ensuring that the objects overlap.

[HTTP Status Codes]

301 Redirect: A redirect code that permanently redirects a web page to another page and transfers all the authority and URL rating of the old web page to the new page.

302 Redirect: A redirect code that temporarily redirects a web page to another page and does not transfer the authority and rating of the old web page to the new page.

400 Error Code (Bad Request): It is the error code that indicates that the request sent to a web server is faulty and has no response on the server.

401 Unauthorized: It is the error code returned when a request to a web page does not have the necessary authorization.

403 Forbidden (Forbidden): It is the status code that usually returns that the user information visiting a web page is blocked by the server.

404 Page Not Found: It is the warning code returned when trying to navigate to a non-/removed page/URL on a web page.

500 Server Error: It is the error code returned when the request sent to a web server cannot be fulfilled / encounters an obstacle.

503 Service Unavailable: It is the error code that occurs due to server maintenance or overload. It is usually caused by overloading the server when there is a code/request looping through the pages.

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