301 redirect (Permanent reference)

It refers visitors and search engines to a new URL. The accumulated value of the incoming links will be transferred to the new URL.

302 redirect (Temporary reference)

Search engines will assume that the original page will start working again soon. The value of the incoming links will stay linked to the original URL.

404 not found

This is an error that shows up when a non-existing page of a website is opened. This error can be the cause of an old link, an old message or a wrong URL.


This is a procedure that contains a number of mathematical rules and formulas, which are used to solve problems or to provide answers. For Google, the algorithm determines the ranking of the search results.


A description that can be labelled to a picture or animation, so that Google can read the content.

Anchor text

This is the text that is connected to a link. The anchor text is clickable and is recognisable by the blue colour and underlining.

Back link

An incoming link that is connected to another website. In other words: a link on another website that refers to your website.

Black Hat SEO

Increasing the organic position of a website by using techniques that go against the guidelines given by Google. Search engines are not amused by people who use non-official resources to generate a better ranking for a website. As soon as search engines discover a website that uses Black Hat techniques, there’s a big change it will get a penalty or even a permanent ban.


This invites your visitors to take a certain action. This can vary from a purchase in a web shop (“buy now…”) to filling in a form (“subscribe to…”) or even downloading a white paper (“download this…”). A call-to-action is a powerful method to increase a certain conversion objective.

Canonical URL

With a canonical URL you let search engines now what your preferred landings page is. This means pages with duplicate content will not be indexed by for instance Google.

CMS (Content Management Systeem)

A CMS is a software that is used to manage a website or an intranet. A CMS system makes managing a website or intranet accessible and easy for everyone. The user does not have to be an IT expert and can easily upload content, new pages and images onto a website. WordPress and Joomla! are examples of popular Control Management Systems.

Conversion optimization

This stands for maximising the efficiency of a website. Conversion is a certain action you want your visitors to take. This can be a purchase in a web shop or filling in an application form on a website. Whatever your conversion objective is, you need to eliminate all errors on your website that can have a negative effect on your conversion. At the same time it is important to enhance the methods that have a positive effect on your conversion. Improvements of a web shop can for instance lead to more sales.


A crawler is an automated bot that scans the Internet. A web crawler is also known as a spider. It scans websites by following the links from one page to another. The web crawling bot of Google goes by the name Googlebot. The Googlebot detects new and edited pages and adds these to the Google index.

CTR (Click-Through Rate)

The CTR is the amount of clicks on a link or an advert as a percentage of the amount of times it has been shown. It is a way of measuring the success of an online advertising campaign. The higher the CTR, the more relevant your advert or link.

(clicks / impressions) x 100%


By connecting a ‘dofollow’ attribute to a link you can ensure that the search engine’s crawler follows the link. Back links have a great influence on the ranking of a page. Therefore, people strive to create a back link with a ‘dofollow’ attribute when link building. A ‘dofollow’ back link is more valuable than a ‘nofollow’ back link. ‘Dofollow’ back links speed up the process of getting a webpage in the SERP’s.

Duplicate content

When two or more pages have identical content, it is labelled as duplicate content. Google sees pages that share a similarity of around 70% as duplicate content. Websites with duplicate content get lower rankings. Duplicate content on your website can lead to receiving a penalty.

Google Instant

This is a tool that gives suggestions when you type in a word in Google. Whilst typing your search request Google tries to predict what you’re looking for. The possible results are displayed during your search request.


Hummingbird is an algorithm that strives to get a better understanding of the intentions of the user to optimize the search results. With the help of semantic search, Hummingbird tries to make connections between certain words. This makes it possible for Google to get a better understanding of which answers are most suitable for which questions and therefore it is easier to calculate the relevance of websites. The more relevant the content of a website is for a certain search request, the higher the ranking will be. Hummingbird was launched in September 2013 and has had a great influence on around 90% of searches in Google.


A keyword is a word or search request. In search engines people seek information by using key words. A short tail keyword is one word in combination with a maximum of four other words. Long tail keywords are search request that consist of more than four words. Around 70% of search requests in Google are long tail.

Keyword stuffing

When a certain keyword is used to often, it is called keyword stuffing. This means the keyword density is too big. In an ideal world the keyword density is not allowed to be more than 5% of the total amount of words.

Landing page

A landing page is a webpage within a website that has been created to generate more conversion. Visitors are directed to this landing page via search engines, online adverts or links in a newsletter or e-mail.


Link building is about gaining back links. The higher the page rank of an external website, the more effect a back link will have on your own website. For successful link building it is very important that besides ‘dofollow’ links you also have ‘nofollow’ links referring to your website. Otherwise the link pattern will become unnatural and your website can receive a penalty.

Meta data

This is information that describes characteristics of data. It is very important for websites’ visablity to add metadata. The page title and meta description are the most important metadata for SEO. Google shows this information in its search results. The more powerful the page title and the meta description, the higher the change that the search engine users will visit the page.


This is an attribute that tells search engines not to follow certain links or pages. The Googlebot will not follow these links and will also not rank the page or perform an anchor test.


This prevents a page appearing in the search results of Google. By giving a HTML code a ‘noindex’ tag, the page will not be indexed. ‘Noindex’ does give the Googlebot the chance to crawl, but it will make the URL disappear from the search results Pagerank.

Page rank

This is an algorithm that determines the position of a website in the search results on the basis of the amount of links and the value of these links. This used to be the most important ranking factor for Google. Nowadays a ranking is decided by 200 different factors. Links that are meant to manipulate the search results clash with the guidelines of Google and other search engines.


Panda is an algorithm introduced by Google that ensures that low quality websites get a lower ranking in the search results. Panda has been active in the Netherlands since August 2011. The main objective of Panda is to ensure that all websites with low quality get low rankings. Panda influences around 6-9% of non-English search results.


This is punishment given by Google if you do not stick to the webmasters guidelines. When given a penalty your page’s / website’s ranking will either be decreased or if you’re really unlucky the search engine will exclude your page / website from all searches.


This is the name of an adjustment in Google’s algorithm that was introduced in April 2012. It checks the quality of links between websites. It is a self-educating system that detects the manipulation of search results. Sites that are punished get a penalty.

Ranking factor

Ranking factor is an element that decides your score in search results. Google uses around 200 ranking factors in its logarithm. The content, the technique of a website and the back links are the most important ranking factors.


A file that you can implement in the main map of your website. This file contains all information about which pages of a website are not accessible for crawlers of search engines.

PPC (Pay Per Click)

Paid search engine optimization. Via PPC websites pay search engines to display adverts above, under or to the right of the organic results. In Google this method is called Google Adwords. Google has two advertising networks: the search network (Google Search, Google Maps, Google Shopping) and the display network (YouTube, Gmail, Blogger).

Semantic Search

This method does not only look at the ranking of the separate keywords, but also tries to understand the relations between certain words. By structuring this data Google will get an insight of what a website is trying to communicate.

SEO (Search Engine Optimization)

By improving the internal and external factors to do with a website it can gain a higher position in the search results of search engines such as Google. This will make it easier for your (potential) clients to get in touch with your company.


This stands for Search Engine Result Page; a page with search results that are shown on the basis of the keywords.


(see crawler)

Title tag

This is the first sentence of a search result. The title tag is a very important aspect of your website, because it is the title of a page. A good tile tag contains the most important keyword and summarizes the content of the page. The title tag consists of a maximum of 65 characters. You can exceed this amount, but that will decrease chance of your page showing up in the search results because Google will not be able to display the full tag.

White Hat SEO

Increasing the organic position of a website by using techniques according to the guidelines given by Google. Good quality content is one of the most important aspects. White Hat SEO stands for optimizing a website ‘legally’ and does not consist of ‘illegal’ techniques that are used for Black Hat SEO.