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Good content needs to be found. This is what search engine optimisation (SEO) is for. But what is behind technical terms such as "crawling", "Y-M-Y-L" or "off-page SEO"? We explain the most important terms relating to SEO in our glossary.
As a digital agency, we not only create first-class content, we also ensure that our clients' content reaches relevant target groups. We use targeted search engine optimisation and marketing to achieve this. What is commonplace for us is an almost impenetrable jungle of technical terms for many. We therefore explain the most important terms in the context of SEO in our practical glossary in three chapters.
In technical SEO, the focus of optimisation is on what is hidden to many: Source code, server configurations or URL management, for example. This sub-area of search engine optimisation is the starting point for further measures.
301 redirection: If a website can no longer be found in its original location, the browser issues a 301 status message that says this page has been permanently moved. Users are automatically redirected to the new page. This can be relevant for website relaunches.
429 error code: HTTP error code that signals that a user has made too many requests and must now wait until a new request can be sent.
Canonical tag: A canonical tag refers to a canonical URL, i.e. an original page. It gives website operators in an HTML document the option of identifying the original resource in the case of duplicate content and giving this preference to Google.
Core Web Vitals: Report that summarises information on the performance of a website in several categories. This includes, among other things, the time until the content is created, the time until the first interaction of a user and unexpected layout shifts.
Crawling: Refers to the searching, analysing and indexing of websites by search engine robots. Search engine providers use these search robots to build their databases and keep them up to date.
Indexing: Refers to the inclusion of a website in the directory of a search engine operator such as Google. The result is displayed accordingly in the SERP (Search Engine Results Page).
Mobile First: In 2021, almost 60 percent of all website visits were made from mobile devices, as analysed by Statista. Mobile first therefore refers to the approach of thinking about mobile phone and tablet users first when preparing content.
Off-page SEO: Search engine optimisation that takes place outside of your own website is called off-page SEO. This involves, for example, so-called backlinks, i.e. the referencing of trustworthy pages to your own content.
Page speed: Describes the loading time of a website.
robots.txt: robots.txt defines which websites should be searched by search robots and which should not. The file is stored on the server and is read first. Pages that are still under construction or that you do not want to have a negative impact on search results can be excluded from indexing in robots.txt.
Schema markup: Schema markup refers to HTML code that ensures that content can be better displayed by search engines on the search page, for example as rich snippets. These are special search results that not only contain the information from the meta title and meta description, but also include preview images, for example.
Content SEO is all about the content and the website itself: How do I convince users and search algorithms? The right structure, sensible organisation and high-reach keywords determine the success of these measures, among other things.
Alt text: Alt text is a description of multimedia content, such as images or videos, that briefly summarises the content. It is not only important for search engines, but also for reading programmes for the visually impaired, thus ensuring accessibility.
E-E-A-T: Stands for Experience, Expertise, Authoritativeness and Trustworthiness. Google uses this to describe factors according to which a website is evaluated in the ranking. Reliable experts are therefore given more importance for specialised topics.
Keyword analysis: In a keyword analysis, the current status is defined and evaluated on the keyword side in order to find the best topic areas for a website.
Keyword cannibalism: If more than one website is optimised for the same keyword, they take traffic away from each other. This is referred to as keyword cannibalism.
Keyword research: Refers to finding suitable keywords with the right search volume and target group relevance for a website.
Meta description: Briefly summarises the content of a website and is displayed as part of a search snippet in the search engine results. Snippets are the short summaries of a website in the search results.
Title tag: Title tag, also called meta title or just title, is the page title that is displayed in a search engine. The length should not exceed 60 characters, otherwise parts of the title will not be displayed.
Y-M-Y-L: Stands for "Your Money, Your Life" and influences the ranking of websites that deal with security, health, finance or the well-being of society. Here it is particularly important to create high-quality content for Google, as otherwise the ranking of the page can be negatively affected.
The topic of SEO is extensive. However, some key terms should be familiar, such as the Google Search Console, which is essential for good search engine optimisation. You should also understand what users actually want when they search for something and how the usability of a website can be increased for visitors.
Google Search Console: Analysis tool that can monitor and maintain the appearance of a website in search results. The Google Search Console is essential for SEO.
H1 tag: H1 is used to identify the main headline of an editorial article, which may only be used once per URL.
JSON-LD: Stands for JavaScript Object Notation for Linked Data and describes a concept for the use of structured data. This allows data to be labelled in such a way that it is compatible with several web applications and the search engine can read and index it better.
On-page analysis: In an on-page analysis, technical, structural and content-related aspects of a website are analysed with regard to ranking factors.
Organic traffic: Organic traffic refers to all visits to a website that were not generated by purchased adverts, but by a click on a search result.
Search Engine Results Pages (SERPs): All search results displayed on the results page after a user query.
Search intent: Search intent describes what a user wanted to find with a search query.
Search volume: The search volume is the total of all searches for a specific topic or keyword.
In the area of Search Engine Optimisation (SEO), there are many levers that can influence the success of a website. One factor that is often overlooked but plays a crucial role is internal linking. In this article, we look at this topic in detail and show you how you can improve your ranking and the user experience on your website through targeted internal linking.
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Technical SEO is the basic framework of a website so that content can be found and indexed by search engines. From controlling indexing and improving the user experience to fine-tuning: the right technical SEO lays the foundation on which further measures are based.
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