A hyperlink that passes link equity (ranking power) from the source page to the destination. Dofollow backlinks from authoritative, topically relevant websites are the primary currency of off-page SEO.
How a website organizes its root domain, subdomains, and directory paths. A clear domain structure makes it easier for search engines to crawl your site and for visitors to understand where they are.
A thin page created solely to rank for a narrow search query and funnel traffic elsewhere. Google explicitly classifies doorway pages as spam, and sites using them risk a manual penalty.
Identical or near-identical text that appears at two or more URLs. Duplicate content confuses search engines about which version to rank and can dilute backlink value across the copies. Canonical tags and 301 redirects are the standard fixes.
The length of time between when a user clicks a search result and when they return to the results page. Longer dwell time generally suggests the page delivered what the searcher was looking for.
A web address containing parameters (like ?id=123 or &sort=date) that change the displayed content. While search engines can crawl dynamic URLs, clean static-looking URLs tend to earn higher click-through rates and are easier to share.
