Alt tag

HTML code for an image consisting of two attributes: the alt text and the title tag. When the image cannot be loaded, the page will display the text that was inserted as the alt tag. It is there to assist the browser when the image is not loading.

Alt text

One of the attributes in the Alt tag. This is the text used to describe the image and inserted in the form of an HTML tag.


Advertising service “pay per click” service from Google to rank higher in Google search engine.


Promoter of third party service or product on promotors website in exchange for a commission.


Methode of prioritising search engines use in order to create a search result list they deem relevant.


Stands for “Accelerated Mobile Pages.” It creates simple mobile websites that load almost instantly. Find out more here.


Information gathering and analyzing tool from Google regarding website visitors usage and behavior.

Anchor Text

Clickable text in a hyperlink. Example: this is anchor text.



Your page links that are placed on other websites, thus linking back to your website. Learn more here.

Black Hat SEO

Opposite of “white hat SEO” and stands for unethical SEO manipulation tactics to get a higher search engine ranking.


Pictures placed on a website for advertisement purposes. Depending on the shape of the banner it can be called buttons, inlines, leaderboards, skyscrapers, or other terms.


Type of content marketing in the form of an article with the intent to entertain or educate the audience. Often social media sharing buttons are included to stimulate sharing which increases traffic to the bloggers website.

Bounce rate

Statistics that counts the number of users that come on your website as result of their search query but immediately leave again without clicking on other links within your website.

Bread crumbs

A navigational element that helps users easily figure out where they are within a website. Helpful tool to let the visitors know where on the website he is. It shows the route the visitor took to get where he is now.



Temporary storage for web documents with the primary intent to reduce server delay

Call to action

A statement designed usually in the form of a button to get an immediate response from the person reading it.


Computer program or system intended to distinguish human from machine input used to identify spam.

Cascading Style Sheet (CSS)

Type of document containing code that programs elements on the website looks and behavior.

Case Study

Analyses of a situation to demonstrate an effect. It explains how, in a before, during and after format, things developed and improved during the service you provided for them. 


Stands for content delivery network. It is a network of servers that are placed in different locations in the world. Whichever server is closest to the user, they store and distribute web content, such as websites, to these users.

Click-through rate (CTR) 

Statistic that calculates the percentage of people clicking to your website from a search results page. It is calculated as the total amount of clicks/displayed search results from the search engine.


The process of misleading searchers by tricking search engines to show webpages in their search results based on  information that is different from what the actual page is about.


Stands for content management system. It is an application that enables users to create and adjust websites without the need of knowing any HTML code.

Content marketing

Form of online marketing where the author tries to establish authority by creating content that tries to solve a problem his audience has. 


The rate at which users complete a desired action.


Cookie is a small piece of data that is sent from a website that the user is browsing on and stored on its computer. This data can remembers information about the user such as shopping cart information, username & pasword etc. or to record the user’s browsing activity.

Cost per click

Price paid to the provider as a result of people clicking on the advertized link.


The process that search engines undertake to analyze the website on structure and how it is organized.



When a site is removed from a search engines database.


Unique name given to a website.

Domain Authority

Unique name given to a website.

Dwell time

Time that a visitor spends on a website. 



Stands for electronic commerce and is the process of a business selling its goods and/or services through the internet.


A small image used to express an emotion.


WordPress plugin that enables users to create their own page layout through a drag and drop system.



A page with a list of questions a business hears from its visitors often. Answers are given on the same page.



Symbol followed by a specific word or phrase used to identify and categorise a message. 


Separate piece of text at the top of a page or paragraph, usually used to describe what the page or paragraph is about.


A visual representations of data, where mouse movement tracking is used to indicate, with a specific color, which areas of a website are most looked at.

Home page

Introductory page of a website users get to see when they enter the main URL into the browser.


Service of renting out space on the internet, provided by a hosting service, where a website can be installed.


Stands for Hypertext Markup Language. It is a standardized language for creating text and layouts for website. It influences fonts, colours and graphics.


Stand for HyperText Transfer Protocol and is the protocol used by the World Wide Web. This protocol defines how messages are formatted and transmitted and how webservers and browsers should respond in reponse to such commands.


The secured version of HTTP. With HTTPS, the messages are incripted.


This is a codename given to a major algorithm update from Google. In this update, Google tries to understand the users intention behind search queries. These searches are called “semantic search queries”.


A piece of text or visual element like an image that links to another page, section or website. 


IP Address

Stands for Internet Protocol address and identifies a piece of network hardware by giving it a number. Having an IP address allows a device to communicate with other devices over an IP-based network like the internet.


The total number of times someone views a page displaying your ad. Note, this is not the same as actually seeing your ad.


Eye-catching visual element that provides useful information about a topic, often to simplify complex information. Learn more here.



These are words or phrases people use in search engines to find what they are looking for. Or, they are emphasised by website owners to get found on those specific words. Learn more here.

Keywords Density

How often the keywords appear in a text in relation to the total number of words in contains. 

Keywords Stuffing

Strategy by overusing a keyword in order to give the appearance to search engines the page is relevant.


Landing Page

First page visitors get to see when they click on a call to action specifically with the intent to have them convert into some particalar action. 

Link Building

The activity of getting more inbound links in order to improve SEO ranking.

Long Tail Keyword

A keyword or keyphrase that consist of at least  three keywords. 

LSI Keywords

LSI stands for Latent Semantic Indexing and are keywords that are closely related to the primary keyword. It is a way how search engines determine the relevancy of a page. 


Meta Tags

Consists of a title tag and a meta description containing keywords highlighting what the page is about. They are inserted into a page to improve SEO performance.

Meta Description

A preview of what the webpage is about. It is displayed as the snippet in the search result under the title tag.


Off Page SEO

All activities that are undertaken outside the website to improve search engine ranking.

On Page SEO

 All activities that are undertaken inside the website to improve search engine ranking. 

Opt-in Form

The form used to sign up for an email list.


Action the disables the opt-in. 

Organic Search

Most common way of searching. This is simply entering the keyword into the search field and hitting the search button.


Page Title

The name given to a page, which shows up at the top of the browser window. Ideally this should include the focus keyword what the page is about.


Scaling a website from from 0 to 10 and is based on how much authority it has by looking at the quality and quantity of links.


Short for permanent link and is the link to an individual blog post. 


Piece of software that adds a specific functionality to a website.


Small window that “pops up” automatically on top of the current active screen. This window usually contains a message with a call to action to subscribe to a newsletter or somthing similar.


Stands for Pay Per Click. The process of bidding for keywords to end up high in search engines.



Way of programming the design of a website in a manner its scales to the correct size depending on which device it is used.

Responsive Design

Way of programming the design of a website in a manner its scales to the correct size depending on which device it is used.

Rich Snippets

Like a normal snippet,  this is a search result displayed on the search results page. It shows additional information between the URL and the description like a picture, rating etc. This added (enriched) information makes the search result more informative.



All activities related to increasing traffic to your site as a result of organic search in search engines.


Stands for search engine results page. This is the page with search results displayed after the search button has been clicked on a search engine.

Shared Hosting

Webhosting plan where one rents a piece on a server that is shared by other people that rent a piece on the same server.


Map of all the pages on a website, created by software of the webmaster to make it easier for a search engine to index the website. 


An extract shown in search results page of what the page is about and consisting of the page title (title tag) and the description (meta description).

Social Media

Online community with the intent to engage with other users and establish connections through common interests.


Unsollicited emails sent to a large number of people that contain irrelevant information.


Stands for secure socket layer, which is a protocol that enables the encryption of information across the internet for the purpose of security.



A method of categorizing blog posts, videos and pictures by using words or phrases. Correctly “tagging” content for users can improve SEO.

Title Tag

Part of an HTML element that specifies the title of a web page.


Visitors on a website.



Stands for uniform resource locator and is basically a web address. 


Web Browser

Software that enables internet users to access, navigate and search World Wide Web sites. Popular browser are Internet Explorer, Chrome and Firefox.

Web Design

The process of creating the visual elements and layout of a website.


Educational format where virtual seminars are shown. Anyone with an internet connection from anywhere is able to attend.

White Hat SEO

Guidelines given by Google how to achieve a strong ranking in their search engine.


Popular Blogging platform that has nowadays developed itself to be a fully featured website creation platform.



WordPress plugin to increase SEO perfomance by giving useful tips on where to improve the page based on readability and keywords.