Resources
Plain-English definitions of the terms that actually matter for B2B web development and organic growth. No jargon without explanation.
Everything that determines whether search engines can find, crawl, understand, and index your pages. This includes crawlability, indexation signals, site speed, schema markup, redirect management, and Core Web Vitals. Technical SEO has nothing to do with keyword density. It is about how your site is built.
A governed publishing system designed to rank content in both traditional search engines and AI-powered tools like ChatGPT and Perplexity. Gen-SEO goes beyond Google optimization by structuring content to be cited and surfaced by large language models that your buyers are already using to find vendors.
A set of three page experience signals Google uses as ranking factors: Largest Contentful Paint (LCP, how fast the main content loads), Cumulative Layout Shift (CLS, how stable the layout is), and Interaction to Next Paint (INP, how responsive the page is to user input). Failing Core Web Vitals on mobile is one of the most common technical SEO issues on B2B sites.
Structured data added to a page's HTML that tells search engines what the content means, not just what it says. Common schema types for B2B sites include Organization, Service, FAQPage, BreadcrumbList, and WebPage. Schema markup enables rich results in Google and helps AI tools understand and cite your content accurately.
The process of setting up a content management system with the right field structure, naming conventions, and templates before any content is published. Good CMS scaffolding means your content team cannot accidentally break SEO by publishing a page with a missing title tag or a malformed URL. It is a build decision, not a content decision.
The network of links between pages on your own site. A well-planned internal link graph distributes authority from high-equity pages to pages you want to rank, prevents orphan pages (pages with no internal links pointing to them), and helps search engines understand your site's content hierarchy. Most sites have an internal link graph. Few have a planned one.
The percentage of your published pages that are actually indexed by Google. A site with 100 published pages and 60 indexed pages has a 60% indexation rate. Low indexation rates are usually caused by crawl budget issues, duplicate content, thin content, or misconfigured noindex tags. Webbington targets an 80% or better indexation rate at 30 days post-launch.
A score (typically 0 to 100) that estimates how hard it is to rank on page one for a given keyword, based on the authority of the pages currently ranking. A difficulty of 0 to 20 is generally achievable for a new or growing site. Difficulty above 40 usually requires significant domain authority and backlink acquisition. Webbington prioritizes keywords with difficulty under 25 for new site builds.
The practice of improving the percentage of site visitors who take a desired action, such as filling out a form, booking a call, or requesting a demo. CRO is not about driving more traffic. It is about getting more value from the traffic you already have. Webbington includes a CRO experiment queue in the Growth Retainer to continuously test and improve conversion-critical pages.
The structural design of a website: how pages are organized, how they relate to each other, and how users navigate between them. Good information architecture makes a site easier to use and easier for search engines to crawl. It is one of the first decisions made in Sprint 0 because changing it after launch is expensive.
The process of mapping old URLs to new ones when a site is migrated, restructured, or relaunched. A 301 redirect passes link equity from the old URL to the new one. Redirect chains (A redirects to B which redirects to C) bleed equity and slow page load. Redirect management is a migration deliverable in every Webbington Build Sprint.
Machine-readable information added to a webpage that helps search engines and AI tools understand the content. Structured data is typically implemented using JSON-LD (a script block in the page head) following the Schema.org vocabulary. It is the foundation of rich results in Google and accurate citations in AI-powered search tools.
A metric that estimates how likely a specific page is to rank in search results, based on the quality and quantity of links pointing to it. Page authority is influenced by backlinks from external sites and internal links from other pages on your own site. It is one of the inputs Webbington uses when planning internal link graph structure.
The rate at which new, optimised content is published on a site. High content velocity, when paired with a governed publishing system, compounds organic growth over time. Low content velocity means your site loses ground to competitors who are publishing consistently. The Growth Retainer is designed to maintain a publishing cadence of 10 to 20 pages per month.
Reporting that connects organic performance to revenue outcomes, not just traffic. Pipeline-tied metrics answer questions like: which content is generating leads, which keywords are driving demo requests, and what is the organic contribution to total pipeline. Webbington reports on pipeline contribution, not page views or bounce rates, because those are the numbers that matter to a B2B business.
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