Website audit glossary
What the terms in your report mean, and why they matter.
Alt text
A short written description attached to an image. It's read aloud by screen readers and shown if the image can't load.
Why it matters: It makes your site usable for blind and low-vision visitors, and helps your images appear in Google Image search.
Broken links
Links on your site that lead to a page that no longer exists, usually showing a '404 Not Found' error.
Why it matters: They frustrate visitors, make the site feel neglected, and waste the attention search engines give your site.
Canonical URL
A tag that tells search engines which web address is the 'main' version of a page, when the same content can be reached at more than one address.
Why it matters: It stops Google from splitting your ranking power between duplicate addresses (like with and without 'www').
Content Security Policy (CSP)
A security setting that lists which scripts, images, and other files your site is allowed to load. Anything not on the list is blocked.
Why it matters: If a hacker manages to inject malicious code into your site, a CSP can stop it from running — protecting your visitors' data.
Core Web Vitals
Google's measurements of how a page feels to real visitors: how fast the main content appears, how quickly it responds to taps, and whether things jump around while loading.
Why it matters: Slow, jumpy pages lose visitors and can rank lower in Google.
DMARC record
A DNS setting that tells email providers what to do with messages that fail your SPF/DKIM checks — deliver, send to spam, or reject.
Why it matters: It's the main defense against people impersonating your business by email, and big providers like Gmail increasingly expect it.
H1 heading
The main headline on a page — the biggest, most important heading. Each page should have one that says what the page is about.
Why it matters: Visitors and search engines use it to understand the page at a glance. Missing or multiple H1s make the page's topic less clear.
HSTS
A security setting that tells browsers to always use the secure HTTPS version of your site, never the insecure one.
Why it matters: It closes a gap attackers can use to intercept visitors on public Wi-Fi before they reach the secure version.
HTTPS
The secure version of a web address (the padlock in the browser). It encrypts everything sent between the visitor and your site.
Why it matters: Browsers label sites without it as 'Not secure', which scares visitors away, and Google prefers secure sites in rankings.
JavaScript-rendered pages
Pages whose content is built by code running in the visitor's browser, rather than sent ready-made by the server.
Why it matters: Some search engines and tools see a mostly empty page at first, so parts of this report (and of your search visibility) may be limited.
Meta description
A short summary (about 1–2 sentences) of a page, written in the page's code. Google often shows it under your link in search results.
Why it matters: Without one, Google picks random text from your page. A good description works like a mini-ad that persuades people to click.
Mobile viewport
A one-line setting that tells phones to fit the page to the screen instead of showing a tiny zoomed-out desktop page.
Why it matters: Most visitors are on phones. Without it, your site can look broken on mobile, and Google ranks mobile-unfriendly sites lower.
Orphan pages
Pages that exist on your site but that no other page links to, so visitors and search engines can't easily reach them.
Why it matters: If nothing links to a page, Google may never find it or may treat it as unimportant.
Page title
The headline of a page that shows in the browser tab and as the blue link in Google results. It lives in the page's code, not on the page itself.
Why it matters: It's usually the first thing searchers read. A clear, unique title for each page gets more clicks and helps Google understand what the page is about.
Redirects
When a link sends the visitor to an old address that then forwards them to a new one.
Why it matters: Each extra hop slows the page down a little. Pointing links straight at the final address is faster and cleaner.
robots.txt
A small text file at your site's root (yoursite.com/robots.txt) that tells search engines which parts of the site they may visit.
Why it matters: A wrong rule can hide your whole site from Google. A good one helps search engines focus on the pages that matter.
SPF record
A setting in your domain's DNS that lists which mail services are allowed to send email from your domain.
Why it matters: Without it, scammers can more easily send fake emails that look like they came from you, and your real emails are more likely to land in spam.
SSL certificate
A digital ID card for your website that proves it's really you and makes HTTPS work. Certificates expire and must be renewed.
Why it matters: If it expires, visitors get a full-screen security warning and most will leave immediately.
Structured data (JSON-LD)
Hidden labels in your page's code that describe things like your business, products, reviews, or FAQs in a format search engines understand.
Why it matters: It can earn richer search results — star ratings, prices, FAQs — that stand out and get more clicks. Broken code means none of that shows.
XML sitemap
A file that lists all the important pages on your site, like a table of contents made for search engines.
Why it matters: It helps Google find new and deep pages faster, especially on larger sites.
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