Letter O7 terms in the glossary

Any activity that improves a site's visibility and takes place OFF the site itself — the opposite of on-site SEO, which happens within the site's own back end.

The most important element is link building — acquiring links from other sites. Presence on social media and forums also counts, if it genuinely drives traffic and mentions.

Coordinating marketing and sales activity across channels — the website, social media, email, the physical store — so that a customer gets a consistent experience regardless of which channel they happen to be in.

It requires shared customer data across channels — without it, "omnichannel" is in practice just several independent channels operating side by side.

The second branch of SEO, alongside off-site: everything that happens ON the site and in its code to achieve better organic results.

It covers content quality, heading structure, keyword choice, loading speed, image optimization, and HTML tags.

A set of metadata (developed by Facebook) that controls how a page is displayed when shared — the title (`og:title`), description (`og:description`), and thumbnail (`og:image`).

Without configured Open Graph tags, the social platform guesses what to show on its own — usually with a worse result than a deliberately chosen thumbnail and headline.

Software whose source code is publicly available — anyone can view it, modify it, and build on it.

WordPress is an example: a free core, public code, and a huge community that builds plugins and themes for it.

Search results that aren't ads - this is where most SEO efforts are focused.

Search engines try to show organic results that best match the query, regardless of who paid for them (because no one did).

The number of users who reach a site directly from free (non-advertising) search results.

One of the key indicators of SEO effectiveness — high organic traffic means a site is well visible for real queries, not only through paid clicks.