Glossary
Clinic website & SEO glossary.
30 terms you'll meet when building or marketing a clinic website in Singapore, explained in plain English.
- AEO
- Answer engine optimisation. Structuring content so AI tools and search features can quote it as a direct answer.
- Alt text
- A short text description of an image, read by screen readers and used by search engines.
- Backlink
- A link from another website to yours. Relevant, reputable backlinks help rankings.
- Canonical URL
- The preferred address of a page, declared so search engines don't treat duplicates as separate pages.
- Conversion rate
- The share of visitors who take an action you want, such as booking a consultation.
- Core Web Vitals
- Google's measures of loading speed, responsiveness and visual stability.
- Domain Rating (DR)
- An Ahrefs score from 0 to 100 estimating the strength of a website's backlink profile.
- GEO
- Generative engine optimisation. Helping AI assistants like ChatGPT and Gemini understand and cite your site.
- Google Business Profile
- Your free listing on Google Search and Maps, showing address, hours, photos and reviews.
- HCS (Advertisement) Regulations
- The Healthcare Services (Advertisement) Regulations 2021, which set the rules for advertising by licensed healthcare providers.
- HCSA
- Healthcare Services Act 2020, the law that licenses healthcare services in Singapore, including aesthetic clinics.
- Hreflang
- A tag that tells search engines which language version of a page to show, such as English or Chinese.
- Indexing
- When a search engine stores a page so it can appear in results.
- Keyword difficulty (KD)
- An Ahrefs estimate from 0 to 100 of how hard it is to rank in the top 10 for a search term.
- Landing page
- A page built for one purpose, often the destination of an ad, with one clear call to action.
- llms.txt
- A plain-text file summarising a website for AI tools.
- Local SEO
- Improving visibility in map results and “near me” searches.
- Meta description
- The short summary that often appears under a page title in search results.
- MOH
- Singapore's Ministry of Health, which administers healthcare licensing and advertising rules.
- Organic traffic
- Visitors who arrive from unpaid search results.
- PDPA
- Personal Data Protection Act 2012, Singapore's law on collecting and using personal data.
- Plato
- A clinic management system widely used in Singapore, including for appointments.
- Redirect (301)
- A permanent instruction sending visitors and search engines from an old URL to a new one.
- Schema markup
- Structured data added to a page so search engines understand what it describes, such as a clinic or FAQ.
- Search Console
- Google's free tool showing how your site performs in Google Search.
- SEO
- Search engine optimisation. Improving a site so it ranks for relevant searches.
- SMC Ethical Code
- The Singapore Medical Council's Ethical Code and Ethical Guidelines that bind registered doctors, including on publicity.
- Superlative
- Words like “best”, “No. 1” or “leading”, which clinic advertisements must avoid.
- Testimonial
- A patient's statement about their experience. Restricted for licensed clinics in Singapore.
- Treatment page
- A web page dedicated to one treatment, covering what it is, downtime, risks and aftercare.
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