Language is a fluid animal, and the growth of the Internet has spawned a whole new thesaurus of terms that have slotted their way into the English language, especially in the fields of web content writing, web copywriting and SEO copywriting. So for the uninitiated, here are explanations of the most common terms you may come across when dealing with the world of new media.

SEO copywriting (Search Engine Optimisation)

A combination of techniques incorporated into an overall strategy to optimise the potential of a website being listed on search engines such as Google. This can include everything from developing links with other sites to the name of the site itself. Good SEO copywriting can be produced for all of the various aspects of a website, maximising the potential through the manipulation of language to produce a page that attracts the attention of the search engine’s ‘bots’.


The link popularity that passes from any given link to the page it’s linking to. The more links to other pages you have, the more attractive your site. However, it is advisable to avoid ‘link farming’ (hyperlinking to as many pages as possible) as irrelevant links which do not correspond with your core business can be detrimental to your listings health.


A small, specialized application that provides some visual information and/or easy access to frequently used functions. Widgets can be drop down menus, buttons or other user-friendly interfaces within a website, creating a multi-layered site that encourages a visitor to spend more time on the site. Also defined as a small plastic ball inserted into a tin of beer to make it fizzy.

Keyword Density

The percentage of words on a web page which are a particular keyword. If this value is unnaturally high the page may be penalized. A good web copywriter will be aware of the limits set by the search engines for keyword density and be able to produce copy that will adhere to these guidelines.

An entire blog could be taken up with SEO copywriting terms, but these are the most common ones that the average business client will come up against. All of these rely on the input of web copywriters, SEO copywriters and web designers who ‘speak’ fluent SEO.

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