Topical Authority
Google's measure of how much expertise your website demonstrates on a specific subject. A mortgage broker site that publishes consistent, useful content about home loans, refinancing, and the property market builds topical authority over time. The more authority you have, the more Google trusts your site to rank for relevant searches.
One blog post about first home buyer loans doesn't build authority - twenty genuinely useful ones, covering the topic from every angle a borrower might search, does.
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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