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SEO Glossary

An ever-growing glossary of SEO Jargon

SEO Glossary » m


In marketing, a macro-conversion is defined as a desired action being taken that directly drives revenue, such as purchase.

Macro conversion Examples

  • Order completion on ecommerce site
  • Completed contact form on lead generation site
  • Subscription sign-up on software site

For the best insights into visitor behaviour and conversion rates, both macro conversions and micro conversions should be measured using web analytics software.

See also: Micro-conversion Top
See markup language Top
Markup language

Markup language is a type of computer language that adds structure to content, in order for it to be machine readable by browsers, search engines, and other software and devices.

Popular markup languages used on the Web include:

The most widely used markup language is HTML, the main document format used for creating web pages.

See also: Semantic markup Top
Meta Description attribute

The Meta Description attribute, or description meta tag, is a meta element that provides a short explanation of a web page's content. Meta Descriptions are not directly visible on rendered web pages; instead, they appear as a preview in search engine results pages.

Meta Descriptions do not impact search rankings; however, as they are seen on search engine results pages, they should be persuasive and engaging in order to entice click-throughs. Meta Descriptions are the first point of engagement with visitors from search engines.

When they are left empty, or don't properly represent a web page's content, Meta Descriptions may be substituted by an automatically generated—often less engaging—one.

Meta Description Best Practices

  • Be descriptive: Summarize the web pages content to give the most accurate preview possible
  • Be compelling: The Meta Description is the first chance to engage visitors from search results, so be persuasive
  • Be brief: Meta Descriptions should be under 155 characters, including spaces. Text much beyond this limit won't be visible in search results
  • Don't duplicate: As with the HTML Title tag, Meta Descriptions should be unique to each page
Meta Element

Meta elements, or meta tags, are used to provide search engines and web browsers with basic data about information found within a web page. Metadata, which translates to "data about data", is added to the <head> section of HTML and XHTML pages, and isn't visible on the web page.

Meta Element Example

<meta name="description" content="Easy to understand definitions to SEO and Internet marketing jargon, from Springboard SEO's glossary of terms.">

In the example above, the meta element specifies a property and a value:

  • property: (Name attribute = "Description"),
  • value: (Content attribute = "Easy to understand definitions to SEO and Internet marketing jargon, from Springboard SEO's glossary of terms.")

Meta Attributes Used by Search Engines

  • Meta Keywords attribute: Originally used to help search engines rank content, the keywords meta attribute is now mostly ignored
  • Meta Description attribute: Provides a concise description a web page's content
  • Meta Language attribute: Tells search engine the language of the web page's content
  • The Robots attribute: Includes instructions for search engine robots
Meta Keywords attribute

The Meta Keywords attribute, or keywords meta tag was once an important meta element used to help search engines rank websites.

Discontinued Support

Due to widespread manipulation of search results by webmasters, search engines began dropping support for the meta keyword attribute in 1998, and has been ignored by the majority of search engines by the early 2000s.

Google and the Keywords Attribute

In September 2009, the head of Google's webspam team Matt Cutts stated: Google has ignored the keywords meta tag for years and currently we see no need to change that policy.

Bing and the Keywords Attribute

In July 2011, senior product manager for Bing webmaster outreach, Duane Forrester, stated that the Meta Keyword attribute is used only as a spam signal.

Yahoo and the Keywords Attribute

In October 2009, Yahoo's made an official statement that Meta Keyword attribute content are still indexed; however, the ranking importance given to meta keyword tags receives the lowest ranking signal in our system.

Meta Robots attribute

The Meta Robots attribute, or Robots Meta tag, can be used to provide search engines with instructions on how web pages should be crawled, indexed, and presented on search results pages.

Learn more about the Meta Robots attribute Top
Meta Tag
See Meta element Top
Meta title tag
See HTML Title Element Top
Metric (Business)
See performance metric Top

In marketing, micro conversions are activities that visitors engage in before committing to a macro conversion such as a purchase. Micro conversion performance can offer insights into visitor behaviour that leads to desired outcomes.

Business websites typically have several types of micro conversions, which can be tracked with analytics software. These include:

  • Navigation-based micro conversions
    • Click-through from search results
    • Reaching shopping cart check-out
    • Product detail page view
  • Interaction/action based micro conversions
    • Email signup
    • PDF download
    • Facebook like
  • Engagement-based micro conversions
    • Reaching time on site goal
    • Reaching target number of page views
    • Reaching bounce-rate goal

Minification (sometimes known as minimization) is a popular method of reducing the file sizes of HTML, CSS, JavaScript, and other text-based web development resources. Smaller file sizes decrease web page load time; an important consideration for modern websites, many of which are developed with a lot of added design features and functionality.

Minification is achieved by removing comments and whitespace characters that are usually present only for readability for developers—and aren't needed for execution—but take up physical space in each file.

Free minification applications exist online, most with added functionality to further reduce file size with gzip compression and consolidation.


A minisite, sometimes referred to as a microsite, or sitelet, is a website (usually consisting of one to several pages) that offers information on a company's specific product or service.

Learn more about minisites Top
See made for adsense Top

Mod_rewrite is a URL rewrite module in the Apache web server that allows webmasters to make URLs cleaner and more search-friendly. Mod_rewrite rules are typically specified in a web server's .htaccess file; however, httpd.conf is a better choice when access is granted to this configuration file. Mod_rewrite rules usually use regular expression pattern matching, which can get very complex, even for experienced programmers.

Redirect one URL to another:

RewriteEngine on
RewriteRule ^example-old-page.html$ example-new-page.html

Redirect non-www requests to www versions:

RewriteEngine on
RewriteCond %{HTTP_HOST} ^([a-z.]+)?example\.com$ [NC]
RewriteCond %{HTTP_HOST} !^www\. [NC]
RewriteRule .? http://www.%1example.com%{REQUEST_URI} [R=301,L]
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