Google Search Console
A free tool from Google that shows how your site is performing in search. It tells you which keywords you're ranking for, which pages Google has indexed, and flags any technical errors. Every broker site should have this set up from day one.
Without it you're guessing whether SEO work is doing anything. With it you can see, in black and white, whether a page is even indexed before you spend months wondering why it's not converting.
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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