Let's chat

Terms and Conditions of Business

Terms and Conditions

Terms and Conditions of Business

These Terms of Business are the standard terms that apply to the provision of services between Nikki Halliwell of XPLR Digital Limited trading as Nikki Halliwell SEO. A registered company in England, trading under company number 15250621 whose registered office is at 83 Ducie Street, Manchester, United Kingdom, M1 2JQ (referred to herein as “the Consultant”) and you the ‘Client’. Please read them carefully and ensure that you understand and agree to them. If you have any questions, please contact us.

WHEREAS:

  1. At all material times the Consultant is engaged in the business of providing search engine optimisation (“SEO”) management services, technical audits, copywriting, and other related digital marketing services as agreed upon during service engagement. Including but not limited to analytics reporting and other website services as specified and agreed (“the Services”).
  2. The Client wishes to engage the Consultant for the above agreed Services on their website (“the Website”).
  3. The Consultant hereby agrees to provide his services to the Client subject to the terms and conditions of this Agreement.
  4. The Services will be provided remotely unless agreed otherwise in writing.
  1. IT IS AGREED as follows:
    1. In this Agreement, unless the context otherwise requires, the following expressions have the following meanings:
      1. Unless the context otherwise requires, each reference in this Agreement to:
      2. “writing”, and any cognate expression, includes a reference to any communication effected by electronic transmission or similar means;
      3. a statute or a provision of a statute is a reference to that statute or provision as amended or re-enacted at the relevant time;
      4. “this Agreement” is a reference to this Agreement and each of the Schedules as amended or supplemented at the relevant time;
      5. a Schedule is a schedule to this Agreement;
      6. a Clause or paragraph is a reference to a Clause of this Agreement (other than the Schedules) or a paragraph of the relevant Schedule; and
      7. a “Party” or the “Parties” refer to the parties to this Agreement.
      8. The headings used in this Agreement are for convenience only and shall have no effect upon the interpretation of this Agreement.
      9. Words imparting the singular number shall include the plural and vice versa.
      10. References to any gender shall include the other gender.

  2. Engagement of the Consultant
    1. Whether or not the Consultant or an Assistant carries out all or any of the Services, the Consultant shall be responsible for the quality of the Services and shall ensure that he and any Assistant(s) performing all, or any part of the Services shall do so competently and with reasonable care.
    2. The Client agrees to provide access to relevant data, systems, and accounts necessary for us to perform the agreed services, including (but not limited to) Google Analytics and the website backend.
    3. The Client is responsible for ensuring the accuracy and legality of the content provided for optimisation purposes.
    4. Any changes to the website during the course of our work must be discussed and agreed upon with us to avoid damaging the SEO strategy.

  3. Nature of Engagement
    1. The Consultant shall at all times be an independent contractor and the Consultant’s Services activities and working methods and those of any Assistant(s) engaged by him on the Services shall at all times be exclusively for the Consultant to determine, supervise, direct and control. The Client shall not seek to supervise, direct or control the Consultant or any Assistant in the provision of the Services nor shall the Client have any right to do so,
    2. The Consultant shall at all times be exclusively responsible for organising, and entitled to organise, where, when, how and in what order the Services are performed and shall liaise with the Client (or the Client’s representative) to ensure that due account is taken of the impact of the timing of the Services to be performed upon the activities of the Client and any other contractors, consultants and similar third parties also engaged by the Client.
    3. The engagement under this Agreement is mutually non-exclusive, that is to say, that at any time the Consultant and any Assistant can provide, to other clients, services which are the same as or similar to the Services and the Client can engage other contractors to provide it with services which are the same as or similar to the Services.
    4. The Consultant in her complete discretion on one or more occasions may substitute any Assistant for herself or for any other Assistant engaged in the Services or may engage any additional Assistant provided that any Assistant chosen by the Consultant has the requisite skills and experience to perform the Services. The Consultant shall use all reasonable endeavours to avoid or minimise such changes or additions and to consult with the Client beforehand about any such proposed change in the engagement of persons carrying out the Services. However, the Consultant shall in any event provide such a substitute or addition where the provision of the Services is unduly delayed by absence due to incapacity or for any other reason, upon notification by the Client (or the Client’s representative) that a delay is unacceptable or where it is otherwise necessary to provide such a substitute or addition. The Client shall only be entitled to refuse to accept any Assistant if, in its reasonable opinion, they are not suitable due to lack of skills or experience.
    5. Any act or omission of any Assistant shall, for the purposes of this Agreement, be deemed to be an act or omission of the Consultant.
    6. The Consultant is not obliged to make its services available except for the performance of its obligations under this Agreement. The engagement and appointment of the Consultant under this Agreement to provide the Services does not create any mutual obligations on the part of the Client or the Consultant to offer or accept any further contract, engagement or services. No continuing relationship shall hereby be created or implied.

  4. Self-Employment Status of the Consultant
    1. The Consultant shall at all times be an independent contractor and shall have the status of a self-employed person and shall be responsible for all income tax and national insurance contributions or similar taxes or contributions in respect of the consideration payable under this Agreement.
    2. The Consultant hereby agrees to indemnify the Client in respect of any claims that may be made by the relevant authorities against the Client in respect of income tax or national insurance contributions or similar taxes or contributions, including interest and penalties, relating to the Services (carried out by him or any Assistant) undertaken by the Consultant under this Agreement.
    3. The Consultant shall be responsible for all of her expenses (unless agreed in advance), and value-added tax.
    4. Nothing in this Agreement shall be deemed to create any partnership, joint venture, agency or employment relationship between the Parties, or any employment relationship between any Assistant and either the Client or the Consultant.

  5. The Services
    1. The Consultant shall provide the Services as specified between the parties in the statement of work and in accordance with this Agreement.
    2. The Consultant shall not incur any charges to the Client including, but not limited to, the setting up of pay-per-click campaigns, without the prior written agreement and authorisation of the Client.
    3. The Client understands and acknowledges the following:
      1. The times for websites to appear on search engine listings vary and the Consultant can thus not guarantee that the Website will appear immediately on the Designated Search Engines or that its position will change immediately from that which it held prior to the SEO Services being performed.
      2. The Consultant cannot control search engines and cannot provide any guarantee that any of the Designated Search Engines will not change their policies or functionality in such a way that will have a detrimental effect on the ranking of the Website following the completion of the SEO Services.
      3. The Consultant accepts no responsibility for any detrimental effect on the Website’s search engine rankings which results from any activity of the Client or any third party including, but not limited to, alterations to the Website.
      4. The Consultant makes no guarantee that the SEO Services will result in the Website appearing in the top 10 search results on the Designated Search Engines.

  6. Fees and Refunds
    1. In consideration of the Services the Client shall pay to the Consultant the fee as per the raised Invoice which must be paid in advance of Services starting. For ongoing services, invoices will be raised monthly, with payments due within 20 days of the invoice date.
    2. In the event that the Client requires the SEO Services to be completed sooner than the agreed completion date, an urgency fee of £25 will be applied. This fee may be adjusted subject to mutual agreement between the Consultant and the Client, depending on the specific urgency and time frame required.
    3. Payment must be made via Bank Transfer (BACS). All fees are quoted and payable in GBP (sterling) unless otherwise agreed.
    4. If payments are made via PayPal, the Client agrees to pay additional fees to cover transaction costs.
    5. We reserve the right to charge an administration fee of £25 each time we are required to send a reminder or chase payment for overdue invoices.
    6. Any sums which remain unpaid after the expiry of this period shall incur interest at the rate of 8% per annum above the base lending rate of the Bank of England from time to time. Interest shall accrue on a daily basis from the due date for payment until the actual date of payment of the overdue sum, whether before or after judgment as well as any statutory compensation. Any interest due shall be payable when paying an overdue sum,
    7. If we are required to issue proceedings to recover any fees or disbursements and we are successful in such proceedings, you agree that you will pay our legal/advisory costs of such proceedings even if the amount claimed is suitable for the small claims track.
    8. At present, no value-added tax (VAT) will be applied to payments under this Agreement. However, if we become VAT-registered in the future, VAT will be charged at the applicable rate in addition to the fees agreed upon.
    9. No refunds will be provided for services that have already been carried out.
    10. If the Client cancels a service before it begins, a refund may be issued. However, the refund will be subject to the deduction of a £25 administration fee and the costs of any work already performed under the agreement.
    11. For ongoing monthly services, cancellations must be made with 30 days’ notice. All outstanding invoices must be paid in full by the end of the final month of service. After cancellation, no further charges will apply, but services will cease immediately following the final month of service.
    12. Where you are a Limited Liability Company, we require Director(s)/Controlling Shareholder(s) to guarantee your liabilities to us or provide suitable security for payment. We reserve the right to suspend all work until satisfactory guarantees are provided.

  7. Intellectual Property
    1. Upon receipt in full by the Consultant of all sums due under Clause 6, the copyright and any and all other Intellectual Property Rights subsisting in any and all materials created by the Consultant in the course of providing the Services shall be deemed to be assigned to the Client and the Consultant shall be deemed to have waived his moral rights in respect of such work arising out of Chapter IV of the Copyright Designs and Patents Act 1988.
    2. Nothing in this Agreement shall vest any rights in the Website in the Consultant and Clause 7.1 shall effect the assignment of any Intellectual Property Rights which may arise to the benefit of the Consultant in the Website to the Client.
    3. The Client may not redistribute or share training materials or deliverables with third parties without prior written consent.

  8. Consultant’s Warranties and Client’s and Consultant’s Indemnities
    1. The Consultant, and any Assistant engaged by the Consultant shall have the requisite skill and experience to carry out the Services,
    2. The Consultant shall use all commercially reasonable endeavours to ensure that the work produced in the course of the Services is original to the Consultant and shall not infringe any copyright, other Intellectual Property Rights, moral rights, rights of privacy, rights of publicity, or any other rights whatsoever of any person.
    3. The Consultant hereby warrants that copyright in the work produced in the course of the Services shall, throughout the full period of copyright protection be valid and subsisting pursuant to the laws of the United Kingdom.
    4. The Consultant shall not assign, licence, transfer, encumber or otherwise dispose of any rights of copyright or any other rights in or to the work in the course of the Services except pursuant to this Agreement, and shall not enter into any agreement or arrangement which might conflict with the Client’s rights under this Agreement or might interfere with the Consultant’s performance of his obligations under this Agreement.
    5. Subject to the provisions of Clause 8.7, in the event of any actions, proceedings, claims, demands or costs (including, without prejudice to the generality of this provision, the legal costs of the Client on a solicitor and own client basis) against the Client on the grounds that the Consultant’s provision of the Services or the Client’s use, possession and/or ownership of the work produced in the course of the Services in accordance with this Agreement constitutes the infringement of any Intellectual Property Rights belonging to a third party, the Consultant shall indemnify the Client from and against the same.
    6. Subject to the provisions of Clause 8.7, in the event of any actions, proceedings, claims, demands or costs (including, without prejudice to the generality of this provision, the legal costs of the Consultant on a solicitor and own client basis) against the Consultant on the grounds that the Consultant’s use or possession of any Required Information and materials provided to it by the Client for the purposes of providing the Services in accordance with this Agreement constitutes the infringement of any Intellectual Property Rights belonging to a third party, the Client shall indemnify the Consultant from and against the same.
    7. The indemnities set out in Clauses 8.5 and 8.6 shall apply only if the indemnified Party:
      1. notifies the indemnifying Party immediately in writing upon becoming aware of any such action, proceeding, claim, demand or costs;
      2. makes no admissions or any settlements without the indemnifying Party’s prior written consent;
      3. makes all relevant information available to the indemnifying Party upon request;
      4. provides all reasonable assistance to the indemnifying Party upon request; and
      5. allows the indemnifying Party complete control over any relevant litigation and/or settlement.

  9. Client’s Warranties
    1. The Client shall use all commercially reasonable endeavours to ensure that the Required Information, Website and materials it provides to the Consultant are original to the Client and shall not infringe any copyright, other Intellectual Property Rights, moral rights, rights of privacy, rights of publicity, or any other rights whatsoever of any person.
    2. The Client hereby warrants that copyright in the Required Information, Website and materials it provides to the Consultant shall, throughout the full period of copyright protection, be valid and subsisting pursuant to the laws of the United Kingdom.
    3. The Client shall not assign, licence, transfer, encumber or otherwise dispose of any rights of copyright or any other rights in or to the work produced in the course of the Services except pursuant to this Agreement.
    4. The Client shall not enter into any agreement or arrangement which might conflict with the Consultant’s rights under this Agreement or might interfere with the Consultant’s performance of his obligations under this Agreement.

  10. Liability
    1. This Clause 10 sets out the entire financial liability of the Parties to each other for any breach of this Agreement; for the supply by the Consultant and any Assistant(s) of the Services, any use made by the Client of the Services; and any representation, statement, or tortious act or omission (including, but not limited to, negligence and breach of statutory duty) arising out of or in connection with this Agreement.
    2. Subject to Clause 10.3, neither Party shall be liable to the other, whether in contract, tort (including negligence), restitution, or for breach of statutory duty or misrepresentation for any loss of profit, loss of goodwill, loss of business opportunity, loss of anticipated saving, or any special, indirect or consequential damage or loss that may be suffered by the other Party that arises out of or in connection with this Agreement.
    3. Nothing in this Agreement shall limit the liability of either Party to the other for fraud or fraudulent misrepresentation, for deliberate or wilful misconduct, or for death or personal injury.
    4. Nothing in this Agreement shall exclude or limit the liability of either Party under or in respect of any of the indemnity provisions of Clause 8.
    5. Without prejudice to the indemnity provisions of Clause 8, or to Clauses 10.2 or 10.3, the total liability of the Consultant to the Client arising out of or in connection with this Agreement (whether in contract, tort (including negligence), restitution, for breach of statutory duty, misrepresentation, or otherwise) shall be limited to 100% of the Fee paid or payable by the Client for the relevant monthly period under any retainer, or, if not on a monthly retainer, £500.00, whichever is less.

  11. Confidentiality
    1. Both Parties undertake that, except as provided by Clause 11.2 or as authorised in writing by the other Party, they shall at all times during the continuance of this Agreement and for two years after its termination:
      1. keep confidential all Confidential Information;
      2. not disclose any Confidential Information to any other party;
      3. not use any Confidential Information for any purpose other than as contemplated by this Agreement;
      4. not make any copies of, record in any way or part with possession of any Confidential Information; and
      5. ensure that (as applicable) none of its directors, officers, employees, agents or advisers does any act which, if done by that Party, would be a breach of the provisions of this Clause 11.
    2. Subject to Clause 11.3, either Party may disclose any Confidential Information to:
      1. any Assistant engaged in the Services;
      2. any of their sub-contractors, substitutes, or suppliers;
      3. any governmental or other authority or regulatory body; or
      4. any of their employees or officers or those of any party described in Clauses 11.2.1 or 11.2.2 or 11.2.3;
    3. Disclosure under Clause 11.2 may be made only to the extent that is necessary for the purposes contemplated by this Agreement, or as required by law. In each case, the disclosing Party must first inform the recipient that the Confidential Information is confidential. Unless the recipient is a body described in Clause 11.2.3 or is an authorised employee or officer of such a body, the disclosing Party must obtain and submit to the other Party a written undertaking from the recipient to keep the Confidential Information confidential and to use it only for the purposes for which the disclosure is made.
    4. Either Party may use any Confidential Information for any purpose, or disclose it to any other party, where that Confidential Information is or becomes public knowledge through no fault of that Party.
    5. When using or disclosing Confidential Information under Clause 11.4, the disclosing Party must ensure that it does not disclose any part of that Confidential Information which is not public knowledge.
    6. The provisions of this Clause 11 shall continue in force in accordance with their terms, notwithstanding the termination of this Agreement for any reason.

  12. Termination
    1. Either Party may terminate this Agreement at any time by giving the other Party no less than 30 days’ written notice, providing the reason for such termination.
    2. Without prejudice to the generality of Clause 12.1, this Agreement shall terminate, notwithstanding any other rights and remedies the Parties may have, in the following circumstances:
      1. either Party fails to comply with the terms and obligations of this Agreement and such failure, if capable of remedy, is not remedied within 30 days of written notice of such failure from the other Party; or
      2. either Party goes into bankruptcy or liquidation – either voluntary or compulsory – save for the purposes of bona fide corporate reconstruction or amalgamation, or if a receiver is appointed over the whole or any part of that Party’s assets.
    3. The termination of this Agreement shall be without prejudice to any rights which have already accrued to either of the Parties under this Agreement.

  13. Force Majeure
    1. Neither Party to this Agreement shall be liable for any failure or delay in performing their obligations where such failure or delay results from any cause that is beyond the reasonable control of that Party (“Force Majeure”). Such causes include, but are not limited to: power failure, internet service provider failure, industrial action, civil unrest, fire, flood, storms, earthquakes, acts of terrorism, acts of war, governmental action, pandemic, epidemic, data breaches or cyber-incidents or any other similar or dissimilar event or circumstance that is beyond the control of the Party in question.
    2. In the event that a Party to this Agreement cannot perform their obligations hereunder as a result of Force Majeure for a continuous period of 8 weeks, the other Party may at its discretion terminate this Agreement by written notice at the end of that period. In the event of such termination, the Parties shall agree upon a fair and reasonable payment for all work completed up to the date of termination. Such payment shall take into account any prior contractual commitments entered into in reliance on the performance of this Agreement.

  14. Nature of the Agreement
    1. Subject to the following provisions of this Clause 14, this Agreement is personal to the Parties and neither Party may assign, mortgage, or charge (otherwise than by floating charge) [or sub-license] any of its rights hereunder, or sub-contract or otherwise delegate any of its obligations hereunder, except with the written consent of the other Party, such consent not to be unreasonably withheld.
    2. This Agreement contains the entire agreement between the Parties with respect to its subject matter and may not be modified except by an instrument in writing signed by the duly authorised representatives of the Parties.
    3. Each Party acknowledges that, in entering into this Agreement, it does not rely on any representation, warranty or other provision except as expressly provided in this Agreement, and all conditions, warranties or other terms implied by statute or common law are excluded to the fullest extent permitted by law.
    4. No failure or delay by either Party in exercising any of its rights under this Agreement shall be deemed to be a waiver of that right, and no waiver by either Party of a breach of any provision of this Agreement shall be deemed to be a waiver of any subsequent breach of the same or any other provision.

  15. Data Protection
    1. The Consultant will only use the Client’s personal information as set out in the Consultant’s Privacy Notice available from www.nikkihalliwell.com, and in compliance with applicable data protection laws, including the UK GDPR and the Data Protection Act 2018.
    2. The Client agrees that they are responsible for ensuring that any personal data provided to the Consultant for the purpose of delivering the Services is compliant with all applicable data protection laws. This includes ensuring that all necessary consents and notices are in place to enable the lawful transfer of personal data to the Consultant for processing.
    3. The Consultant shall only process personal data on the Client’s documented instructions, unless required to do so by law, and will implement appropriate technical and organisational measures to protect personal data from unauthorised or unlawful processing, accidental loss, destruction, or damage.
    4. Both Parties agree to take all necessary steps to ensure the protection of personal data and to comply with their respective obligations under applicable data protection legislation. In the event of any personal data breach, the Consultant shall notify the Client without undue delay.
    5. The Client shall indemnify and hold the Consultant harmless against any claims, actions, liabilities, or losses arising from any breach of data protection laws as a result of the Client’s failure to provide accurate and lawful data or required consents.

  16. Severance
    1. The Parties agree that, in the event that one or more of the provisions of this Agreement is found to be unlawful, invalid or otherwise unenforceable, that/those provisions shall be deemed severed from the remainder of this Agreement. The remainder of this Agreement shall be valid and enforceable.

  17. Notices
    1. All notices under this Agreement shall be in writing and be deemed duly given if signed by, or on behalf of, a duly authorised officer of the Party giving the notice.
    2. Notices shall be deemed to have been duly given:
      1. when delivered, if delivered by courier or other messenger (including registered mail) during normal business hours of the recipient; or
      2. when sent, if transmitted by e-mail and a return receipt is generated; or
      3. on the fifth business day following mailing, if mailed by national ordinary mail, postage prepaid.
    3. In each case notices shall be addressed to the most recent address or e-mail address notified to the other Party.

  18. Complaints
    1. If you are dissatisfied with any aspect of our service, we encourage you to raise your concerns in writing. Complaints should be sent via email to hello@nikkihalliwell.com. We take all complaints seriously and will work promptly to investigate and resolve any issues raised. We will strive to resolve the matter in a timely and fair manner.

  19. Alternative Dispute Resolution
    1. Any dispute or difference arising between the Parties relating to this Agreement or its subject matter shall be referred to a single arbitrator to be agreed upon by the Parties and the cost to split equally between the parties or, failing such agreement, to be appointed by the then President of the Law Society, such arbitrator to have all of the powers conferred upon arbitrators by the laws of England and Wales.
    2. The Parties hereby agree that the decision of the Arbitrator shall [not] be final and binding on both Parties.

  20. Law and Jurisdiction
    1. This Agreement (including any non-contractual matters and obligations arising therefrom or associated therewith) shall be governed by, and construed in accordance with, the laws of England and Wales.
    2. Subject to the provisions of Clause 19, any dispute, controversy, proceedings or claim between the Parties relating to this Agreement (including any non-contractual matters and obligations arising therefrom or associated therewith) shall fall within the jurisdiction of the courts of England and Wales.

SCHEDULE 1 - Definitions and Interpretation

In this Agreement, unless the context otherwise requires, the following expressions have the following meanings:

“Audit Report” – means a report setting out the current status of the Website with respect to SEO and search engine rankings;

“Business Day” – means any day (other than Saturday or Sunday) on which ordinary banks are open for their full range of normal business in England;

“Competition Report” – means a report providing details of factors including, but not limited to, competing websites’ search engine rankings;

“Confidential Information” – means, in relation to either Party, information which is disclosed to that Party by the other Party pursuant to, or in connection with, this Agreement (whether orally or in writing or any other medium, and whether or not the information is expressly stated to be confidential or marked as such);

“Data Protection Legislation” – means all applicable legislation in force from time to time in the United Kingdom applicable to data protection and privacy including, but not limited to, the UK GDPR (the retained EU law version of the General Data Protection Regulation ((EU) 2016/679), as it forms part of the law of England and Wales, Scotland, and Northern Ireland by virtue of section 3 of the European Union (Withdrawal) Act 2018); the Data Protection Act 2018 (and regulations made thereunder); and the Privacy and Electronic Communications Regulations 2003 as amended; 

“Designated Search Engines” – means the search engines on which the Consultant shall apply the SEO Services with a view to improving the ranking of the Website as defined in Schedule 1;

“Fee” – means the consideration payable to the Consultant for the Services;

“Intellectual Property Rights” – means (a) any and all rights in any patents, trademarks, service marks, registered designs, applications (and rights to apply for any of those rights) trade, business and company names, internet domain names and e-mail addresses, unregistered trademarks and service marks, copyrights, database rights, know-how, rights in designs and inventions;
(b) rights under licences, consents, orders, statutes or otherwise in relation to a right in paragraph (a);
(c) rights of the same or similar effect or nature as or to those in paragraphs (a) and (b) which now or in the future may subsist; and
(d) the right to sue for past infringements of any of the foregoing rights;

“Keyword Report” – means a report detailing the Consultant’s recommendations for keywords to be included in the Website [and additional keyword campaigns];

“Required Information” – means the information which the Client must supply to the Consultant to enable the Consultant to carry out the Services;

“Services” – means the services to be provided by the Consultant to the Client in accordance with the terms and conditions of this Agreement;

“Website SEO” – means the application of the SEO services to the Website including, but not limited to, the editing of the Website and/or the preparation of reports and other materials necessary to enable the Client or a third party to edit the Website in accordance with the Consultant’s recommendations]; and

“Consultant Staff” – means any person(s) with suitable skill and experience nominated by the Consultant from time to time.

Additional Definitions and keywords for clarity:

A glossary of key industry terms is provided for added clarity. The objective is to offer a plain English understanding of digital marketing practices referred to in this agreement. It should be noted that the definitions provided are not to be considered to be-all and end-all when it comes to digital marketing terminology. For the purposes of this agreement:

  • Deliverable – used to describe a tangible or intangible object produced with the intent to be delivered to a customer. It can be a report, document, presentation or guide.
  • SEM – Search engine marketing means promoting websites by increasing their visibility in search engine results (paid and organic).
  • Analytics – Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimising web usage. We will be referring to any work analysing data, setting up or using Google Analytics/GA4 or any other agreed platform as web analytics or digital analytics.
  • SEO – Search engine optimisation (SEO) is defined in Wikipedia as: “the process of affecting the online visibility of a website or a web page in a web search engine’s unpaid results—often referred to as “natural”, “organic”, or “earned” results.”
  • Search Engines – search engines catalogue and organise the web. Some popular search engines are Google, Baidu (China), Yandex (Russia) and Duckduckgo.
  • Client’s Competitor – the SEO consultant will require competitors to provide additional insights. What is understood by competitors is a website competing in the same niche or industry and targeting the same keywords and type of audience or clientele.
  • Keyword – A keyword or keyword phrase is a search term(s) which is used to construct a query (question) typed in search engines.
  • Keyword Research – an activity where an SEO specialist defines and analyses the search volumes, search terms and semantic field to help provide insights as to what type of content should be used or produced to gain online visibility.
  • Keyword stuffing – a black hat SEO technique that involves over-optimising content for certain keywords to gain visibility in search engine results pages. This practice is penalised by many search engines.
  • SERP – Search Engine Results Pages (SERP) is defined in Wikipedia as: “the pages displayed by search engines in response to a query by a user. The main component of the SERP is the listing of results that are returned by the search engine in response to a keyword query.”
  • Keyword cannibalisation – Several web pages showing up for the same keyword(s) or any page showing up on a query when another, more important and more adequate page should be showing up instead.
  • Link Building – It is a Search Engine Optimisation technique which is used to get backlinks from websites to your website. Domain Authority is a common metric people refer to for link-building deliverables.
  • Website Usability – refers to how easy a website is to navigate for users (humans and bots alike).
  • Website Accessibility – according to the W3C, it can be defined as “Accessibility is essential for developers and organisations that want to create high-quality websites and web tools, and not exclude people from using their products and services.” Many accessibility guidelines also apply to search engine bots to navigate websites.
  • User Engagement – an assessment of a visitor’s response to a website. It is often analysed through tracked user interactions on the website.
  • Conversions – Also known as goals. Conversions are seen as essential elements that help define a business’ success. Types of conversions often used in digital marketing are orders, leads, downloads, page views, sign-ups, enquiries, traffic etc.
  • Conversion Rate – It is the percentage of visits which result in goal conversions.
  • KPI – A KPI or Key Performance Indicator is used to measure how well an organisation or individual is accomplishing its goals and objectives.
  • On-page – Visible content on a website, usually editable from the CMS of the website.
  • Off-page – External elements relating to a website that can have an influence on SEO performance. It can include backlinks, directory listings, Google My Business profiles, etc.
  • Confidential Information – It includes but is not limited to, any and all estimates, costs, services, documents, recommendations, reports, emails, phone or video conference (Skype, Google Meet, Zoom, etc.) consultation for the purpose of reporting, recommending or educating the Client by Nikki Halliwell for carrying out search engine optimisation services.

Subscribe To Tech SEO Tips Newsletter

The latest news from the SEO industry, plus tips and discussions on improving your tech SEO performance.