Bounce Rate
The percentage of visitors who land on your site and leave without clicking anything else. A high bounce rate tells Google your site didn't answer what the visitor was looking for. Fast load times, clear headlines, and relevant content keep people on the page.
A borrower who bounces off your site in four seconds isn't just a lost click - they're calling the next broker on the search results page instead of you.
Alt Text
A written description of an image that search engines read. Google can't see images - it reads the alt text instead. Without it your images are invisible to search engines and you're missing easy ranking opportunities.
Backlink
A link from another website pointing to yours. Google treats backlinks like votes of confidence - the more reputable sites linking to you, the more Google trusts your site. Quality matters far more than quantity. One link from a respected financial publication beats a hundred from random directories.
Canonical URL
The preferred version of a web page when multiple URLs show the same content. Without it Google gets confused about which version to rank. A canonical tag tells Google 'this is the one that counts.'
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