Plain definitions of 34 terms we use on the job in Sydney.
Term Index
Open any term below for a dedicated definition page.
Alt text is a written description attached to an image in a webpage’s code. Screen readers can read the description aloud for people who cannot see the image. Search engines may also use the text to understand the image’s subject and connection to the surrounding page content.
Also called: Alternative text
Anchor text is the visible, clickable wording of a hyperlink. It describes the page or resource that the link points to and gives readers context before they follow it. Search engines can also use anchor text as a relevance signal, although the surrounding content and the linking page also influence interpretation.
Also called: Link text
Bounce rate is a website engagement metric that shows the share of visits ending without a further recorded interaction. A high rate may indicate that a page did not meet the visitor’s intent, although it can also describe a successful visit where the visitor found an answer and left without taking another tracked action.
Canonical tag is an HTML link element that identifies the preferred version of a webpage when similar or duplicate URLs exist. Search engines can use this signal to consolidate indexing and ranking signals around the selected URL. The tag appears in the page head and points to the preferred, fully qualified URL.
Also called: Canonical link element
Citation consistency is the practice of keeping a business’s name, address, phone number and other core details identical across online directories, maps and local websites. Consistent citations help search engines connect listings to the same business. They also give people reliable information when they check contact details, opening hours or service areas.
Also called: NAP consistency
Click-through rate is a digital advertising metric that shows how often people select an advert after seeing it. The metric compares ad clicks with ad impressions and expresses the relationship as a rate. In legal search advertising, click-through rate helps indicate whether the advert and its message match the searcher’s intent.
Also called: CTR
Conversion funnel is a model that shows how people move from first contact with a legal service to a desired action, such as submitting an enquiry. Each stage represents a decision point, including discovering a firm, reviewing its information, comparing options and taking action. The model helps identify where potential clients leave.
Also called: Sales funnel
Core Web Vitals is a set of user-focused performance signals that assess how quickly a page loads, how soon it responds to interaction, and how stable its layout remains. Search platforms use these signals as part of page experience assessment, while site teams use them to identify technical improvements affecting real visitors.
Crawl budget is the attention and access that a search engine assigns to discovering and revisiting URLs on a website. The budget reflects how efficiently a site can be crawled and how valuable its pages appear to the search engine. It affects large or technically complex websites most directly.
Domain authority is a third-party SEO metric that estimates a website’s ability to rank in search results compared with other websites. The score is calculated from signals such as inbound links, linking domains and link quality. It is a comparative indicator, not a Google ranking factor, guarantee or direct measure of legal marketing performance.
Also called: DA
Duplicate content is a search engine optimisation issue where substantially similar or identical text appears on more than one URL. The pages may belong to the same website or different websites. Search engines decide which version to show, index or treat as the primary result, so page signals can be divided across several URLs.
Also called: Duplicate page content
E-E-A-T is a framework for assessing Experience, Expertise, Authoritativeness and Trustworthiness in online content and the people or organisations behind it. It helps search professionals examine whether information reflects genuine experience, informed knowledge, recognised authority and reliable conduct. E-E-A-T is especially relevant to legal content, professional services and reputation management.
Also called: Experience, Expertise, Authoritativeness and Trustworthiness
Engagement rate is a social media metric that shows how actively people respond to content compared with the audience that saw it. It considers actions such as reactions, comments, shares, saves, profile visits or link clicks. The calculation may use reach, impressions, followers or another defined audience base.
Google Business Profile is a free business listing managed through Google that displays key details in Google Search and Google Maps. A profile can show a business name, location, contact options, opening information, services, photos, reviews, and updates. Businesses manage the listing to keep public information accurate and support local search visibility.
Also called: Google My Business
Google Maps ranking is the position a business listing receives in Google Maps and local search results for a particular query and location. The position reflects how closely the listing matches the search, how near the business is to the searcher, and how prominent or trusted the business appears through its profile information and local signals.
Also called: Maps ranking
A hreflang tag is an HTML link attribute that tells search engines which language and regional version of a page is intended for a particular audience. The attribute connects equivalent pages, such as English pages for Australia and the United Kingdom, so search engines can select the most suitable version in search results.
Also called: Hreflang attribute
Impressions are the recorded instances when an advertisement appears on a search results page, website, or other digital placement. Each impression shows that an ad was displayed, but it does not show that someone read, clicked, or acted on the advertisement. Impressions measure visibility within a digital advertising campaign.
Also called: Ad impressions
Internal linking is the practice of connecting pages within the same website through clickable links. These links help visitors move between related information and help search engines discover and interpret page relationships. Effective internal linking guides users from broad topics to specific services, supporting clearer site structure and more focused navigation.
Also called: Internal links
Local pack is a search result feature that displays nearby businesses for a location-based query. It commonly shows business names, map locations, contact details, opening information, reviews, and links to profiles. For legal searches, the local pack can connect people with law firms that serve a particular suburb, region, or service area.
Also called: Google local pack, Map pack
Local schema is structured data that describes a local business, its services, location, contact details, and opening information for search engines. Added to a website's code, this markup helps systems interpret business information and connect it with relevant local search queries. Local schema does not replace visible, accurate website content.
Also called: LocalBusiness schema
A NAP citation is a business listing that displays the same name, address and phone details across an online directory, map service or local website. Search engines use these references to connect a legal practice with its location and contact information. Accuracy and consistency help prevent confusion between similar businesses or office locations.
Also called: Name, address and phone citation, NAP listing
A negative review is public feedback that expresses dissatisfaction with a business, service, communication, or result. Negative reviews may describe a poor experience, an unresolved concern, or a mismatch between expectations and delivery. They appear on platforms such as Google Business Profile and can influence how prospective clients assess a law firm.
Also called: Bad review, Unfavourable review
A Noindex tag is an instruction that asks search engines not to include a webpage in their search results. Website owners place the instruction in a page’s HTML or HTTP response. Search engines may still crawl the page, follow its links, or revisit it, depending on other access and indexing signals.
Also called: Noindex meta tag
Quality Score is a Google Ads diagnostic rating that indicates how closely an ad, keyword and landing page align with a searcher’s intent. The rating uses signals such as expected click-through rate, ad relevance and landing page experience. It helps advertisers identify areas that may affect an ad’s position and cost efficiency.
Also called: Google Ads Quality Score
Retargeting is a digital advertising method that shows follow-up ads to people who have previously visited a website or interacted with online content. The method uses audience signals to reconnect with potential clients as they research legal services. Retargeting supports paid campaigns by keeping a relevant service visible during a longer decision process.
Also called: Remarketing
A review response is a public reply to a client’s online review of a law firm or legal service. The reply acknowledges the feedback, addresses relevant concerns without revealing confidential information, and supports a professional public record. A review response may be positive, neutral, or corrective, depending on the review’s content and context.
Also called: Review reply
Robots.txt is a plain-text file that gives search engine crawlers instructions about which areas of a website they may request. The file sits at the website’s root address and can guide crawler access to folders, files, or URL patterns. Robots.txt does not remove pages from search results or replace page-level indexing controls.
Also called: Robots exclusion protocol
Schema markup is structured data added to a webpage’s code to describe content in a standard format that search engines can interpret. It can identify entities such as a legal practice, service, location, or frequently asked question. Search engines may use those signals to classify pages and present eligible enhanced search features.
Also called: Schema.org markup, Structured data
Search intent is the reason behind a search query and the outcome the searcher wants. It explains whether a person seeks information, compares options, wants a specific website, or is ready to act. Understanding intent helps content match the searcher’s need, which can improve relevance and guide visitors towards a suitable next step.
Also called: User intent
Social listening is the practice of monitoring public online conversations for mentions, questions, opinions and emerging themes about a brand, topic or legal service. The practice combines relevant posts, comments and reviews with human interpretation. The aim is to understand public concerns, identify useful conversations and inform communication without treating every mention as a complete fact.
Also called: Social media monitoring
Social proof is a conversion influence that shows people how others have responded to a business, service or professional. It can include client reviews, testimonials, case studies, ratings, awards and public feedback. These signals help visitors judge credibility and reduce uncertainty before they choose whether to enquire, book or purchase.
Also called: Trust signals
A title tag is an HTML element that gives a web page its descriptive title. Search engines may display this title in search results, while web browsers often show it in a tab. A title tag helps describe the page topic and supports clear communication between the page, search systems, and users.
Also called: Meta title, SEO title
A Toxic backlink is an inbound link from a low-quality, deceptive, hacked, irrelevant or link-manipulation source that may weaken a website’s search visibility. Search engines assess links as part of a site’s overall link profile. A toxic backlink does not automatically cause a penalty, but it can signal unnatural promotion or poor editorial control.
Also called: Harmful backlink
UTM parameters are short tracking labels added to a URL so analytics platforms can identify where website visits came from. The labels commonly record the campaign source, medium and campaign name. They help separate traffic from search ads, social media, email or other marketing channels within campaign reports.
Also called: Urchin Tracking Module parameters, UTM tags