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Keywords are search terms—individual words or complex phrases—that people enter into Google’s search bar to find information, and that companies use to structure their website content and attract qualified traffic.

SEO, or search engine optimization, is the set of strategies, technical optimizations, and content optimizations implemented on a website with the goal of improving its ranking in organic search results on platforms such as Google, thereby attracting qualified, free traffic.

Off-page SEO encompasses the ranking factors external to your own website, focused on building the site’s authority and relevance in Google’s eyes, primarily by obtaining high-quality backlinks from other highly reputable websites.

The robots.txt file is a plain-text file located in the root directory of a web server that provides explicit instructions to web crawlers regarding which directories or web pages on the site are allowed or denied access for indexing.

A broken link is a hyperlink on a web page that points to an external resource or a nonexistent internal page, resulting in a technical server error or a page-loading error, which negatively impacts the user's browsing experience and search engine rankings.

On-page SEO encompasses all technical and editorial optimization measures implemented internally within the website itself to make it easier for search engines to understand, including the use of keywords in titles, optimization of page load speed, and header tags.

A sitemap is a structured XML file that contains a complete list of all the pages and public resources on a website, making it easier for search engine crawlers to quickly locate, crawl, and index all of the website's content.

A 301 redirect is an HTTP response status code that permanently informs browsers and search engine crawlers that a web page has been moved to a new, permanent URL, while preserving the SEO authority accumulated by the old link.