SERP
Search Engine Results Page. The page Google shows you after you type in a search. Your goal is to appear as high up the SERP as possible. Position one gets roughly 27% of all clicks. Position two gets about half that. By page two you're essentially invisible.
If you don't know exactly what the SERP looks like for "mortgage broker" plus your suburb right now, you don't know who you're actually competing against.
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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