<h2>Understand SEO Basics</h2>                                                                                                                                                                                                                                                                                                                                                                                                         
  <dl>                                                                 
  <dt>Above The Fold</dt>                                                                                                                                                                                                                                                                                                                                                                                                                
  <dd>Content that appears when your website loads without the need for scrolling. It's often believed that this content has a high chance of converting as people will always see it compared to content lower down the page which has the potential to be missed due to people clicking away from your site.</dd>                                                                                                                      

  <dt>Alt Text</dt>
  <dd>Meta Data which you can include in the coding of your website to describe an image. This 'alternative text' can explain the image to bots or visitors using assistive technologies to view your website. Seen as an essential aspect of SEO for high-quality websites.</dd>

  <dt>AMP</dt>
  <dd>Accelerated Mobile Pages, a protocol originally created by Google to help webpages load faster. AMP, a basic, stripped back sub-set of HTML is used to serve website information more quickly to mobile users. These AMP pages are often served from third parties such as Google.</dd>

  <dt>Anchor Text</dt>
  <dd>The visual element of an embedded link within HTML. Often the text a user sees and clicks to visit a link.</dd>

  <dt>Authoritative Content</dt>
  <dd>Content which offers valuable insight into a topic or subject and is easily understood by a wide variety of people. The depth of the content must be sufficient to explain it to your audience adequately; this means everyday topics people are familiar with are usually shorter than more niche, lesser-known subjects.</dd>

  <dt>Blog</dt>
  <dd>A section of a website dedicated to supporting articles, news and guides often referred to as 'posts'. These posts are usually served in reverse-chronological order. Blogs greatly aid in the SEO process if used regularly, and the content which is produced is high quality authoritative.</dd>

  <dt>Bounce Rate</dt>
  <dd>Quite simply, bounce rate is the term used to analyse the number of visitors to your website which leave before ever clicking into other pages of your site.</dd>

  <dt>Breadcrumbs</dt>
  <dd>A visual aid allowing site users to see where they are in relation to your website as a whole. This awareness allows a better understanding of your site. Breadcrumbs can also be useful to search engines.</dd>

  <dt>CTA</dt>
  <dd>Call To Action, a visual cue intended to get a visitor to perform a desired action. CTA's can include buttons, links, forms and many other methods.</dd>

  <dt>Content</dt>
  <dd>The information contained within your site whether it be text, imagery, videos, news, downloads and many more items.</dd>

  <dt>Conversion</dt>
  <dd>The number of visitors who perform a desired action such as purchasing a product, filling out and submitting a form or getting in contact with you.</dd>

  <dt>CRO</dt>
  <dd>Conversion Rate Optimisation, the action of increasing the number of visitors on your website who perform a desired action through tweaking of your sites coding, design or a number of on-page elements.</dd>

  <dt>Duplicate Content</dt>
  <dd>Content which is copied from either an external source or another page on your website. Duplicate content negatively impacts your SEO ranking with search engines.</dd>

  <dt>Evergreen Content</dt>
  <dd>Content which is relevant all year round and doesn't have a predefined end of life date. Evergreen content is usually maintained and kept up-to-date to help in this goal.</dd>

  <dt>Google Analytics</dt>
  <dd>A free tool provided by Google which allows you to embed a small piece of code within your website in return for valuable insights on your websites traffic.</dd>

  <dt>Heading Tags</dt>
  <dd>HTML formatting which provides titles to different sections of content on a website. Heading Tags are categorised from H1 to H6 with the former featuring more prominently in the hierarchy of a site. Header tags should be nested appropriately and in order and contain relevant information to aid users when reading your website. When done correctly will help to influence the SEO for your website.</dd>
  </dl>
