Commonly Used Acronyms

A11Y – Accessibility

CLS – Cumulative Layout Shift

CPT – Custom Post Type

CTA – Call to Action

DNS – Domain Name Server

FCP – First Contentful Paint

GDPR – General Data Protection Regulation

LCP – Largest Contentful Paint

SEO – Search Engine Optimization

TBT – Total Blocking Time

TTI – Time to Interaction

WPE – WPEngine

Definitions and Terms

SEO Keywords

SEO keywords are the words and phrases people type into search engines when looking for information, products, or services online. Think of them like a bridge that connects what people are searching for with the content on your website.

Pretend that you are in the shoes of your client-customer-prospect and you need the service that you offer but you do not know it exists. What would you type into Google to find that service?

Informational keywords 

  • Used when searching for general information about a topic, product, or service
  • Used in the awareness stage of the buying process

Transactional keywords 

  • Used when searching for something to buy or take an action
  • Businesses can target these keywords with paid ads

Navigational keywords 

  • Used when searching for a specific brand or company
  • Used when researching different brands to determine the best solution to a problem

Commercial keywords 

  • Used when searching for a product or service, but may not be ready to make a purchase
  • Can include product or service names, as well as more general terms like “best,” “top,” “reviews,” or “compare”

Long-tail keywords 

  • Have specific intent and can attract users who may be more likely to convert into customers

Short-tail keywords 

  • Broad search phrases containing one to three words
  • Have a higher search volume, making them more competitive to rank for in search engines

Exact match keywords 

  • Also known as short-tail keywords, these keywords are often used by marketers to target specific audiences through advertising on search engines

LSI keywords (Latent Semantic Indexing)

  • Terms or phrases that are semantically related to your main topic or primary keyword
  • Help search engines understand the context and theme of your content
  • Example:
    • If your main keyword is “Apple,” LSI keywords might include:
    • For the fruit: “orchard,” “pie,” “cider”
    • For the tech company: “iPhone,” “MacBook,” “iOS”
    • These related terms help search engines determine which context of “Apple” your content is about3.