Robots.txt
A file that tells search engine bots which pages of your site they're allowed to crawl. Most of your site should be open to crawlers. The exception is admin pages or private content you don't want appearing in search results.
A misconfigured robots.txt left over from a site migration can silently block Google from your entire site - worth checking any time rankings mysteriously vanish.
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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