While working with search engine optimization you might stumble upon words that you have never seen before. Our extensive glossary was created to help you gain an overview of some of the most common expressions with a concise explanation. We hope that you find great use of this glossary and that it helps you on your journey to become a SEO expert!

301 redirect

A 301 redirect is a permanent redirection from one URL to another. It is usually the redirection best for SEO purposes as you actively inform Google and other search engines that the link juice should be transferred to the destination URL. The number 301 is one of the many status codes, which the HTTP (HyperText Transfer Protocol) can respond with after a request has been made.

302 redirect

A 302 redirect is a temporary redirection from one URL to another. By using this type of redirection you inform search engines that you don’t want to pass as much link juice to the destination URL as you would using a 301 redirection. Even though it is recommendable to use a 301 redirection in almost all cases there can be situations where a 302 redirection is the better choice. An example being if you are giving your website a thorough makeover and therefore need to shift around content.

404 error

A 404-error occurs when the webserver is not able to respond with a ressource that correlates to the query. 404 is therefore synonymous with not being able to find a page or a file. Relating to SEO it is important to keep an eye out for potential 404-errors. Even though they do not hurt your ranking directly it can have an influence on your metrics as a visitor quickly can leave your website if they are shown a 404-page instead of the content they were looking for.

500 server error

A status code of category 500 means that the webserver is unable to process queries. As an example, 500-errors can occur if the server is experiencing technical problems or if it has been shut down. Furthermore, a 500 status code tells the webmaster that the request was OK on the client side but the server was unable to respond in due time. If the server’s downtime is temporary one can use the 503 HTTP status code, which tells search engines that the website will be up and running in a short while, which indicates that the search engines should return to index the website shortly thereafter.

A/B testing

A/B testing is a way to find out which of two options is best. Two similar (with unique differences) products are tested by presenting them for different customers. After doing the testing, the logged data can be analyzed. The one with the best conversion, engagement or a similar parameter is chosen and implemented for all visitors. This kind of testing is also known as “split testing”.

Above the Fold

This expression is taken from the media world and has a very similar definition. Above the Fold refers to everything that a visitor sees immediately after landing on the website. Said in another way it is what the user sees before scrolling. The expression is therefore a part of the User Experience concerns, which one must keep in mind when a website is being designed: what should the user see immediately?

AdWords

Google Ads (previously known as Google AdWords) is Google’s own advertising service where advertisers can pay to be exposed to a relevant audience. AdWords offers services such as PPC (Pay-Per-Click) and CPA (Cost-Per-Acquisition), which is the company’s primary source of revenue. Advertisers decide on a budget for advertising and only pay if the customer clicks the ad (PPC). As the name suggests AdWords is built around keywords. Keywords have different prices depending on the search volume as well as the competition, which Google calculates using complex algorithms. If you're in doubt how to proceed we're always ready to Google AdWords, reporting, rapportering as well as continuous AdWords optimization.

Algorithm

An algorithm is a sequence of actions, which are pre-determined. In the SEO world, several algorithms play a major role in how a website should be search engine optimized. Among the most popular algorithms are Google Penguin, Google Panda, Google Hummingbirdas well as Google Pigeon. How these algorithms work is a trade secret, but their primary task is to catch people who attempt to exploit their way to rank one in the SERP (Search Engine Results Page).

ALT tag

The alt-tag is a part of an <img> tag in HTML code. The purpose of this tag is to describe the image using text so that search engines and vision-impaired humans know what the image represents. Search engines can only understand code, which is why it is very important to have a well-written alt text for every image for the best SEO-value. The easiest way to write an alt-text is to imagine that you have to explain the image for a blind person.

Anchor text

The anchor text is the piece of text that you can click on to go somewhere else, e.g. another part of the website. The anchor text is usually underlined and in the color blue (example), however this can be changed using CSS. It is of utmost importance to create proper anchor texts. Search engines and visitors must be able to understand the correlation between anchor text and the linked resource. search engine optimization. Søgemaskiner og brugere skal kunne forstå hvilken relation ankerteksten og linket bag har med hinanden.

Backlink

A backlink is a link from one website to another. Backlinks are extremely important in a SEO-context, as links between websites act as a stamp of approval. If a website has many incoming links from well-known websites it will subsequently gain a higher ranking. According to Google backlinks should occur naturally without any form of manipulation, which is why one should not cheat, e.g. by paying for links.

Bing

Bing is Microsoft’s search engine. Even though it might be relatively unknown outside of America, Bing . Search engine optimization for Bing is more or less the same as Google’s guidelines. However, there are still differences that one should keep in mind. The best way to learn about optimizing for the Bing search engine is to use Bing's webmaster guidelines. If you are interested in advertising through Bing we recommend you visit our dedicated page about Bing Ads setup and maintenance.

Black Hat SEO

In the online world, three types of hats are well known: white hat, grey hat and black hat. This is also very true in the SEO world. Black Hat SEO is about exploiting the grey areas and loopholes, which can be found in Google’s algorithms to gain fast rankings. Using this form of SEO is very high risk, but can at the same time yield high rewards – albeit it might be for a short time. Using Black Hat SEO can lead to a website gaining page one ranking in a short time period at several search engines, but at the same time the risk of being penalized is exponentially higher compared to following all guidelines.

Blog

The internet consists of a symbiotic relationship between hyperlinks and content. A blog is a website or a part of a website where one or more persons publish content on a regular basis. Typically, the blog’s content is centered around a theme or a certain topic, where interested visitors can read along and gain knowledge. Blogs are extremely important in a SEO context as Google reward websites that regularly publish good content. This is, among other reasons, why many companies today have an online blog where they publish content that relate to their products or services.

Bounce rate

A “bounce” is defined by Google as a visitor that never moves beyond the first page while visiting. The bounce rate is calculated based on all the registered bounces divided by the amount of total visits. A high bounce rate is not necessarily a bad thing if one’s website is built upon the one-page principle. However, if your website is built upon the traditional principle of multiple HTML pages a high bounce rate is detrimental, as it suggests that the visitor leaves before having a look around on your website – a fact that could hurt your conversion or rankings.

Bridge page

Bridge Pages are a part of Black Hat SEO as they go against Google’s guidelines of giving their customers a quality-rich experience while using the search engine. Bridge Pages’ only purpose is to redirect traffic from one website to another without containing any meaningful content (besides possible spam-ads). Bridge Paging distinguishes itself from Affiliate Marketing because AM covers more aspects than just forwarding traffic. As Bridge Pages are blacklisted by Google’s search engine (and therefore will not be indexed), owners usually try to attract traffic to the Bridge Pages by imitating popular websites such as:

Yuotube.com

Fcebook.com

Gogle.com
 

Broken links

Broken links are something that every SEO expert constantly is looking for. A broken link is usually found within anchor texts that no longer link to a valid sub-page or resource, which result in a 404-error. A broken link can be quite detrimental for one’s ranking, as visitors quickly will leave the site if they are met by broken links instead of the content they were looking for. Fortunately, there are several tools, which help you keep an eye out for broken links. An example being www.deadlinkchecker.com..

Call-to-Action

A Call-to-Action is an expression for how websites attempt to make the visitor do something. The thought behind is usually to get the visitor to sign up for a newsletter, buy something or submit a contact form. The way CTA is done is very important, as it is through CTA that one has the opportunity to transform a visitor into a converting customer, who will help generate revenue. Taking a thorough look at one's CTAs is therefore a key element of doing (Conversion Rate Optimization), as one can A/B test or do other tweaks to find the best converting CTAs.

Canonical tag

The canonical tag is used to inform search engines that several URLs contain the same content, which is a way to avoid being penalized for duplicate content. Using this tag is like performing a 301 redirect without actually forwarding the visitor from one URL to another. The tag can be added either in the HTML code or in the HTTP header.

Cloaking

Cloaking means to show different content dependent on whether you are being visited by a search engine or a human. This technique is usually regarded as Black Hat SEO as it can be used to exploit search engines into giving you a higher ranking than you actually deserve based on the content that the human visitor is shown.

CMS (Content Management System)

As the name suggests a CMS is used to create and edit digital content. There are many different Content Management Systems out there, but one of the most well known is WordPress. A CMS is also a very important tool when it comes to performing SEO as you can use a plugin such as Yoastin WordPress, which will help you optimize your content before it is published. If you're already using WordPress as your CMS we recommend taking a look at WordPress SEO Optimization, as an optimized WP-site can help you achieve greater traffic.

CPA

CPA, or Cost Per Acquisition, is a price model where the advertiser pays for a certain conversion, e.g. a sale or a sign up for a newsletter. The advantage of using CPA is that the advertiser only pays for the ad when the wanted conversion happens.

CPC

CPC (Cost Per Click / Pay-Per-Click) means that the advertiser pays every time a customer clicks the ad. CPA and CPC are the two primary services, which AdWords offers.

CPM

CPM, or Cost Per Mille, is also a common way to measure expenses in regards to advertising online. CPM is based on the advertiser’s expenses per thousand visitor from the ad. CPM is especially used to compare expenses for various ad campaigns on different platforms.

Crawl

Crawling is one of the most fundamental terms in the SEO world. To crawl means that a robot (usually Googles) crawl websites by following the links throughout the internet. This is, among other reasons, why it is a great idea to create a sitemapas it eases the robot’s workload while crawling by providing an overview of the website’s design. It is also while crawling that a website’s backlink profile is checked, which is an important ranking factor.

CRO

CRO (Conversion Rate Optimization)is similar to SEO in that they are both focused on optimizing. Instead of focusing on optimization for search engines, CRO focuses on conversion optimization. The optimization is done by using analysis tools as well as user feedback. SEO and CRO usually go hand-in-hand as well executed SEO will attract a higher volume of traffic, and CRO will ensure that this traffic will be converted from passive visitors to valuable conversion, which can generate revenue for the website.

CSS

CSS (Cascading Style Sheets) is a language, which help design the visual identity of websites written in HTML. CSS and HTML work together in harmonic relation because CSS is used for the stylistic design while HTML outlines the structure and content.

CTR

CTR (Click-Through-Rate) tells about the amount of users that click on one or more links compared to the total amount of users that have seen a piece of content. As an example, CTR is frequently used to measure the effectiveness of e-mail campaigns. A mail that reaches a thousand persons can have a CTR of 10% if one hundred persons click a CTA inside the mail.

DNS (Domain Name Server)

A domain name server is what HTTP communicates with when it has to find a domain’s IP address. DNS can be compared to an encyclopedia where every website’s IP address on the internet can be found. First, HTTP checks whether the user has the domain in question in his cache (which means that the site has been visited earlier), and if this is not the case the protocol communicates with DNS to find the correct IP-address before retrieving the website.

Domain

A domain is a word for the unique address that belongs to a website. Every registered domain is added to the DNS. By using domains the user experience is more human-like, since hard to remember IP-addresses are given an easy to remember name – letting the computers do the leg work to find out which domains and IP-addresses belong together Punktum dk (tidligere kendt som DK Hostmaster).

Duplicate content

Duplicate content is one of the things that a webmaster should avoid when content is created and published. If the same piece of content appears on the same domain two or more times it is defined as duplicate content. Duplicate content can have an influence on your website’s search rankings because Google and other search engines are not interested in presenting an identical piece of content to their customers. Furthermore, if duplicate content exists on a website it could mean that both URLs get less link juice. Duplicate content can be solved by using 30x redirection or the canonical tag.

Geo targeting

Geo targeting means to present content for users dependent on their geographical location, and it has spawned a new sub-category of optimization: local SEO. Perhaps you have experienced receiving ads from your local area while using Google or Facebook’s services. Another example being Snapchat’s geo-filters or YouTube videos that cannot be shown because you are in a certain country. Geo targeting is furthermore used in marketing campaigns where the advertiser only wants to show the content to people in certain areas.

Google

The mother of all search engines and the main actor behind online marketing and search engine optimization. Google’s slogan “Don’t be evil” can be found between the lines in all the guidelines that the company has released since its start in 1998. Google revolutionized the internet in the early 2000s when they decided to do something about the state of the internet. At that time, the internet was similar to the Wild West in that there were no rules or guidelines for a pleasant user experience. This meant that everyone spammed their way to the top of SERP. Google released guidelines for their search engine to give their customers a pleasant experience while making sure that the right content was presented. This gave Google the position as market leader and they have kept it ever since.

Google Analytics

Analytics is a free tool that Google offers all website owners in case they are interested. Analytics is used to measure a website’s traffic and help website owners understand which kind of audience they are attracting to their site. As it is a Google service, Analytics is integrated with AdWordsand the two services go hand in hand when performing one’s online marketing strategy. At Jaskov Consult we are experts in utilizing this tool and we are therefore ready to help you set up Google Analytics for your website.

Googlebot

Googlebot is Google’s own robot, which crawls websites on the internet. Googlebot follows a complex algorithm that helps it along the way when it has to find new websites as well as update “old” ones. If you do not wish to be visited by Googlebot, or just want to exclude certain parts of your website, you can use HTML-tags or robots.txt.

Google Panda

One of Googles many changes to the algorithm, this one being released in February 2011. Panda keeps an eye out for how websites act and makes sure that websites with lacking or bad quality content receive a lower ranking than the websites with quality content. Especially “content farms” that are meant for Black Hat linkbuilding was penalized severely by Panda.

Google Penguin

The penguin changes were published in 2012 and are still feared by many Black Hat SEO experts. The purpose of the Penguin update was to worsen the rankings among the websites that did not follow Google’s Webmaster Guidelines. Penguin is continually updated by Google, which means that the algorithm keeps getting better and better at finding those who attempt to exploit their way to a better ranking.

Google Search Console

Like Google Analytics , the Google Search Console is a completely free service. Among other things, it can be used by webmasters to check whether a new page has been indexed by Google's search engine. Furthermore, the Search Console contains many different webmaster tools which are helpful when trying to align a website according to Google's guidelines.

Google Hummingbird

This algorithm was released in 2013. Where the Penguin and Panda changes were about de-ranking “bad” websites and exploiters, Hummingbird is focused on being able to understand context as well as synonyms in searches. This is an indirect way to improve the user experience. While being helpful for users, this update was not exactly important SEO wise compared to the two previous algorithm changes. However, long-tail keywords gained some importance because of Hummingbird, because the search engine became better at understanding the context.

HTML

One of the internet’s cornerstones is HTML. Every website you visit contain HTML to some extent, and together with CSS and JavaScript the three languages compromise the foundation of why humans have such an easy time interacting with websites on the internet. It is furthermore with the help of HTML that technical SEO auditscan be done, where the different HTML tags have unique Best Practices as specified by Google. These Best Practices are explained in our guide on how to do a technical analysis using the Screaming Frog SEO Spider tool.

Indexing

To index a website means that Google or another search engine stores the website in their database so that the search engine quickly can retrieve relevant websites when queried. Indexation is very important; it is here that a website is made visible in SERP. Furthermore, it is also here that a great search engine optimization shows its value. If you want to avoid some sub-pages on your website being indexed using robots.txt or HTML-tags is the way to go.

Incoming links

As the name suggests an incoming link is a link, which points from another website to yours. It’s incoming because someone is pointing at you. Incoming links are very valuable when it comes to SEO ( linkbuilding). The more of these links you have, the more trustworthiness you gain at the various search engines. As another advantage, it also lifts your organic traffic, as more readers that are curious will click the link on the external websites, thereby being forwarded to your website.

Internal links

Internal links are links that point towards a ressource within the same domain. As an example, it could be links in a menu-bar, which help the visitor navigating the website, or a link in an article, which points toward another relevant article on the same domain. It can also be a CTA that attempts to create a conversion.

JavaScript

JavaScript is one of the most common scripting languages and with good reason. Together with CSS and HTML, they make up the foundation for user-friendly websites on the internet. JavaScript can manipulate HTML and CSS elements so websites have a dynamic feel at the power of the user’s input. An example being when you minimize a chat window on Facebook. JavaScript code makes sure that the window collapses and re-appears at your command.

Keyword

Keywords are the ”bread and butter” behind Google AdWords idet man ved sådan en analyse gennemgår konkurrence på udvalgte søgeord, søgevolumen samt AdWords and is an important part of On-Page SEO. Keywords are words or sentences, which Google and other search engines use to match a user’s query with relevant websites or ads. Finding the best Google AdWords anbefaler vi, at du tager et kig på vores guide omkring, hvordan man laver en søgeordsanalyse. Ønsker du et godt gratis værktøj til at arbejde med søgeord, så kan vi anbefale dette gratis keyword wrapper tool (som vi forøvrigt selv har udviklet, og som vi selv bruger rigtig meget).

Keyword density

Keyword density is a way of expressing how many times a specific keyword appears in relation to the total amount of words in a section of text. This density of keywords is something that search engines use to find out how relevant a website is according to the user’s search query.

Keyword stuffing

Keyword stuffing is an expression for stuffing one’s website with different keywords so that the search engines get the impression that a website is extremely relevant for various keywords, which users might search for. However, Google keeps an eye out for keyword stuffing as it is classified as Black Hat SEO, and the Penguin update has led to this kind of practice being penalized quickly.

Konvertering

En konvertering kan være mange ting, men i bund og grund handler det om at få ens læsere til at fuldføre en specifik handling. Har man et ønske om, at ens læsere skal tilmelde sig et nyhedsbrev, opnår man én konvertering, når en læser trykker på knappen og tilmelder sig nyhedsbrevet. At kunne opnå en høj konverteringsrate er derfor meget vigtigt, da det som regel hænger sammen med at få et løft i sin omsætning eller få flere tilbagevendende læsere til sin hjemmeside. Hvis du vil lære mere om konverteringer anbefaler vi at du besøger vores dedikerede side, hvor vi også tilbyder dig hjælp til konverteringsoptimering.

KPI

Key Performance Indicator is a very useful expression regarding everything that is involved in business. A KPI makes it possible to measure and weigh the effort for completing a specific goal empirically. By using a KPI, a company can set a goal and evaluate to what degree they are reaching this goal along the way. In an online marketing context, it could the number of conversions per month, growth in traffic or search engine ranking.

Landing page

A landing page is a single page that is presented when a visitor presses an ad or a search result. A landing page’s purpose is to heighten the chance of a conversion taking place by expanding on the amount of information the visitor initially gets from the SERP. A/B testing is usually often used for designing landing pages to make sure that you have the best possible chance for creating a conversion. First impressions matter!

Link

A link on the internet can be compared to a link in a chain. The internet is connected via these links and it is the way in which users and search engines navigate to and from various websites. When links are talked about on the internet, they are usually called “hyperlinks”. These hyperlinks are created by using HTML code where an anchor text is defined as well as the destination. The color and look of these hyperlinks can be edited by using CSS.

Link bait

Link bait is about creating content on your website that causes other websites to share your content naturally, which is also known as an earned link. Link bait is therefore not a bad thing since you usually have to create an amazing piece of content to have it act as bait. Examples of timeless content could be an encyclopedia/glossary, infographics or games/quizzes.

Link building

En af de vigtigste discipliner inden for off-site SEO er det såkaldte linkbuilding. Link building går ud på at bygge links således ens backlink profil bliver stærkere, hvilket Google og andre søgemaskiner belønner ved at rangere dig højere i søgeresultaterne. Da Google ikke ønsker man aktivt manipulerer med backlink profilen er link building i noget af en gråzone, og det er derfor vigtigt, at man er meget påpasselig med, hvordan dette udføres. En af de bedste måder at undgå en straf imens man linkbuilder, er at sørge for, at man kontinuøst skaber kvalitetsindhold, som skaber værdi for læsere og ikke blot er til stede for at behage robotter. Alt dette skriver vi meget mere om i vores komplette guide omkring linkbuilding.

Link juice

Link juice is an expression that SEO experts use among each other. When the word link juice is used, you are talking about the value that a link from a reputable website has. A do-follow link from a site such as Wikipedia or an .edu site will contain a lot of link juice while a link from a newly started website will contain almost no link juice. Furthermore, link juice is also used in regards to internal linking on one’s website. Since it is typically one’s homepage that contains the most link juice it can be a good idea to spread out this link juice by performing internal linking which transfers link juice from the homepage towards some of the more “dry” areas on one’s website.

Meta description

A meta description is an integral part of SEO-work since a great meta description helps search engines and humans understand what a single page is about. The meta description is what us humans see under the header in the SERP, which is why it is very important that it is well written within Best Practice since it works as a bait for potential visitors. Search engines decide the different Best Practices, so it is a great idea to read the guidelines before writing meta descriptions for one’s website.

Nofollow

Nofollow is an attribute, which can be added to HTML link tags so search engines are informed that you do not wish to give one, or more links a stamp of approval. By doing so you can let users share content on your platform without being responsible for any of the links (SEO wise). Examples of this are numerous, such as Facebook or online forums.

Noindex

Noindex is added as a metatag in relevant HTML documents to signal to Google and other search engines that you do not want the corresponding site to be indexed. Said with other words you hide the site from the crawlers so it does not appear in the SERP even though a user might perform a very relevant search query. However, the sites are not hidden from users that manage to find them themselves by navigating by links.

Off-Page SEO

Off-Page SEO handler om at styrke ens hjemmesides rangering i søgeresultaterne ved at benytte indirekte optimeringsteknik. Dette gøres ved at øge offentlighedens kendskab til ens hjemmeside igennem linkbuilding og tilstedeværelse på sociale medier. Off-Page SEO foretages som regel efter On-Page SEO, da man helst skal sørge for, at ens hjemmeside er klar til at modtage en øget mængde trafik, da arbejdet ellers vil være spildt.

On-Page SEO

On-Page SEO handler om at optimere ens side, såfremt alt er helt i tip-top stand jf. Googles –og andre søgemaskiners retningslinjer. Det kan eksempelvis være ved at sørge for, at ens tekst på hjemmesiden er læsbar og interessant for potentielle læsere med velskrevet søgeordsoptimeret tekst med præcise H1-tags og en god meta beskrivelse for hver side. Endvidere kan man optimere teknisk ved at sørge for at have et responsivt design og hurtige load times, da det også er noget, som Google rangerer efter.

PageRank

PageRank is one of the ranking factors that Google uses to decide where your website should be placed in the SERP. A few years back PageRank was publicly available for everyone on the internet. The scale was defined from 0-10 and websites such as facebook.com, google.com and twitter.com had PageRanks at 9-10. Other websites generally were a bit lower depending on how many incoming links they had. Today, PageRank is hidden from the public and only Google has access to this information – but it is still an important ranking factor. PageRank is very similar to the expression “link juice” as you could “pass PageRank from one site to another” when linking.

PPC

Pay-Per-Click er en af de services, som Google AdWords tilbyder annoncører. PPC fungerer ved at annoncøren vælger søgeord ud fra det aftalte budget, hvorefter annoncøren betaler Google eller en anden udbyder, hver gang en kunde klikker på annoncen indeholdende søgeordet. PPC fungerer i dag på to forskellige måder. Enten aftaler man på forhånd en bestemt pris for et søgeord, eller også indgår annoncørene i en auktion, hvor annonceudbyderen vælger de annoncører, der tilbyder den højeste pris.

Redirect

At foretage en redirection vil sige at man omdirigerer fra én ressource til en anden. En analogi fra det virkelige liv kan være at trafikken ved hjælp af vejskilte bliver omdirigeret en anden vej i tilfælde af vejarbejde af midlertidig eller permanent karakter. Internettets primære kommunikationsprotokol, HTTP, indeholder mange forskellige statuskoder, men de to mest almindelige i forbindelse med redirection er de såkaldte 301 –og 302 redirects. Disse statuskoder fortæller henholdsvist at ressourcen er flyttet permanent eller midlertidigt.

Robots.txt

Robots.txt is a text file that webmasters can edit to inform search robots how to crawl and index the corresponding website. This text file is extremely useful in case a website has sections that the webmaster does not want to appear in the SERP. Besides being able to exclude sections of a website, whole URLs or certain file types you can also create different rules depending on which search crawler you are being visited by.

Script

A script is a sequence of lines of codes, which is executed by software without being compiled. By doing so scripts distinguish itself from other code languages as other languages such as Java, C and Python must be compiled by a computer before they can be used. Therefore, scripts are frequently used on the internet since browsers can run these scripts independent on the operating system. The most popular scripting language on the internet is JavaScript.

SEM

Search Engine Marketing adskiller sig fra SEO, da man i stedet for at fokusere på den organiske vækst som ens mål, lægger sit fokus på betalte annoncer for at drive trafik ind på ens hjemmeside. Typisk blander man dog SEM og SEO sammen, for at opnå de bedste resultater. Betaler man en masse penge på AdWords uden at have en korrekt optimeret hjemmeside, er det mildt sagt et spild af penge, da den øgede mængde trafik højst sandsynligt ikke resulterer i flere konverteringer.

SEO

Danish SEO (på engelsk Search Engine Optimization) er kunsten i at kunne optimere ens hjemmeside på mange forskellige parametre, således ens trafik øges organisk. SEO kan både foretages On-Site samt Off-Site, og handler både om at kunne præsentere en brugervenlig brugergrænseflade, så ens besøgende let kan få adgang til den ønskede information. Herudover handler SEO om at strukturere sin HTML-kode og andre tekniske omstændigheder, så søgemaskiner uden problemer kan finde ud af, hvad din hjemmeside tilbyder af ressourcer. Vi har skrevet en uddybende guide omkring SEO, der indeholder alle de nødvendige fagtermer samt redskaber, så du kan komme i gang med at SEO optimere.

SERP

Søgeresultaterne (på engelsk Search Engine Results Page) er hvad der fremkommer hos søgemaskinerne, efter en bruger har indtastet et eller flere søgeord. Ud over at indeholde de organiske søgeresultater vil en SERP typisk også have en eller flere annoncer over de organiske resultater for at lokke brugeren til at klikke på disse først. Flere statistikker viser, at brugere er mest tilbøjelige til at klikke på de første tre resultater i de organiske resultater, hvorfor SEO er blevet en vigtig del af enhver seriøs hjemmeside.

Sitelinks

Sitelinks er en vigtig indikator af troværdighed, da det ikke er noget man selv kan tilføje til SERP. I stedet optræder sitelinks kun, hvis Googles algoritme selv tilføjer dem. At de bliver tilføjet forudsætter at ens hjemmeside har en vis mængde trafik, for at algoritmen kan indsamle nok data. Sitelinks bliver tilføjet ud fra hvad Google tror vil spare deres brugere mest tid – eksempelvis kan det for en restaurants hjemmeside være et sitelink til ”Book bord” siden i SERP.

Sitemap

Et sitemap er både til hjælp for brugere samt søgerobotter, selvom de typisk kun bruges i forbindelse med et crawl. Sitemappet viser alle sider på en hjemmeside samt relationen imellem dem, hvilket hjælper robotter med at forstå, hvordan hjemmesiden er opbygget. Heldigvis behøver man som hjemmesideejer ikke selv at sidde og opsætte et sitemap, da Google tilbyder en oversigt med værktøjer, der klarer det for en.

SMM

Social Media Marketing er en af de marketingsstrategier, som i det seneste par år har vundet meget momentum, idet sociale medier fortsat får en større og større betydning. SMM benyttes som regel i forbindelse med Off-Site SEO, idet man eksternt forsøger at lokke læsere til, i dette tilfælde på de sociale medier. En stor del af de aktive brugere på internettet er at finde på hjemmesider såsom Facebook, Instagram, Twitter og Youtube. Det er derfor en rigtig god idé at være aktiv på disse, eksempelvis ved at lægge indhold ud og interagere med sine kunder.

Search Engine

Søgemaskiner har været i brug lige siden internettet blev startet. I løbet af internettets levetid er søgemaskiner blevet langt mere raffineret og komplekse, men helt basalt er søgemaskiners opgave at besvare forespørgsler så akkurat som muligt. Det gør de ved hjælp af komplekse algoritmer, som bruger mange parametre til at matche kontekst og søgeord sammen med de indekserede hjemmesider de har i deres database. Dette er præcis hvorfor det er så vigtigt, at man får lavet en grundig Google AdWords for at vide, hvordan man målrette ens indhold mod en eller flere specifikke målgrupper. Hvis du hjælper Google og andre søgemaskiner med at forstå din hjemmesides indhold bedre, vil de have nemmere ved at matche relevante brugere med dit indhold.

Søgeord

Den danske oversættelse af “keyword”. Søgeord er ”bread and butter” bag Google AdWords og samtidigt en vigtig del af On-Page SEO. Søgeord er et ord eller en sætning,  som Google og andre søgemaskiner bruger til at matche en brugers forespørgsel med relevante hjemmesider eller annoncer. At finde de helt rigtige søgeord kræver et grundigt forarbejde, og parametre såsom konkurrence, søgevolumen og AdWords pris kan have en stor indflydelse på, hvor godt du kommer til at ranke på disse søgeord; organisk såvel som i annoncer.

Technical SEO

Teknisk SEO omhandler alt det, som foregår mellem hjemmeside og søgemaskine. Her forsøger man optimere på ens HTML-kode samt indlæsningshastigheder, så søgemaskinen hurtigt får den nødvendige information om den pågældende hjemmeside der besøges. Ved at foretage teknisk SEO optimerer man også indirekte for mennesket, da man sørger for at søgemaskinerne let kan matche hjemmesiden til brugeres relevante forespørgsler, hvilket sandsynligvis giver et løft i trafikken på organisk vis. Typisk udfører man teknisk SEO ved hjælp af et eller flere værktøjer. Mange af de tekniske værktøjer laver automatisk en rapport til dig, hvorefter du kan tjekke af listen efterhånden som du går igennem rapporten. Hos Jaskov Consult supplerer vi de automatiske værktøjer og udfører en manuel teknisk analyse, for at få lavet en komplet teknisk vurdering af hjemmesiden. Vi anvender typisk værktøjet Screaming Frog SEO Spider, hvilket vi også har brugt til at skrive en guide om, hvordan laver en teknisk SEO analyse.

Title tag

A title tag indicates the title of a page and is simultaneously what is shown in the SERP together with the URL and the meta description. Optimizing your title tag after Best Practice is therefore extremely important, as the title tag is supposed to be an accurate description of what the page contains.

Outgoing link

Et udgående link, er som navnet antyder, et link væk fra den hjemmeside eller ressource man i øjeblikket befinder sig på. At have en stærk backlink profil handler ikke kun om at have mange indgående links. Google og andre søgemaskiner ser nemlig også gerne, at man også linker ud mod andre hjemmesider, da det giver indtrykket af en organisk linkprofil, der ikke er blevet manipuleret med. Når du laver et udgående link fra din hjemmeside til en anden skal du beslutte dig for, om du vil lave et dofollow eller et nofollow link. Laver du et dofollow vil du overføre noget af din hjemmesides linkjuice (eller skjult PageRank) til destinationen. Hjemmesider såsom Facebook benytter nofollow på alle brugerkreerede links, da de ikke ønsker at tildele disse nogen autoritet.

URL

En URL betyder Uniform Resource Locator på engelsk og kan på godt dansk siges at være en webadresse. En URL hentyder til en specifik lokation på et netværk, og den mest almindelige URL syntaks ser således ud: https://www.eksempel.dk/, hvor http angiver protokollen og www.eksempel.dk er domænet som man ønsker at tilgå.

White Hat SEO

White Hat SEO is strictly about following and complying with the guidelines that has been published by the search engines. Furthermore, white hats have a greater focus on the user experience without any attempt to manipulate rankings by controversial methods. White Hat SEO is the slowest way of creating organic growth, but it is also the safest.