Crawling
The process Google uses to discover and read your website. Google sends bots that follow links and read every page they find. If your site blocks crawlers or has broken links, Google can't index your pages - meaning they'll never appear in search results.
A broker site built on a page-builder platform with messy internal linking can have pages Google simply never finds - they don't rank badly, they don't rank at all.
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.
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.
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