301 redirect

A 301 redirect is a permanent redirect from one URL to another. 301 redirects send site visitors and search engines to a different URL than the one they originally typed into their browser or selected from a search engine results page. With a 301 redirect you avoid that visitors get a 404 not found error.

302 redirect

A 302 redirect let search engines like Google know that a website or page has been moved temporarily. A 302 redirect is used if you’re planning on eventually bringing the old page back. You could also use a 302 redirect if you want to test out a new page and get some consumer feedback without hurting your rankings from the original page.

404 error code

A 404 is a HTTP status code indicating that the page you are trying to access does not exist at that location. Often these pages are still found in search results and when visitors click on these pages they get a 404 error.

Anchor text

Anchor or link text is the visible text that a user clicks on to follow a link. Important for SEO in link building as search engines like Google use anchor text to indicate the content relevancy of both the referring site and the referred landing page.


Any link to a website from another website, social media platform like Facebook, Instagram, Twitter, etc.

Black hat SEO

Black hat SEO is a practice against search engine guidelines, used to get a website ranking higher in the search results. These unethical tactics often end in a penalty from search engines like Google. Black hat techniques include keyword stuffing, cloaking and using private link networks.

Bounce rate

The percentage of website visitors that do not proceed beyond the page they initially land on. Instead they ‘bounce’ away to a different site. Often this is the web page they were on previously by using the back button.

Broken link

Or dead link: a web link that now points to a non-existent page or resource. Covers outgoing links to other sites, backlinks from other sites or internal website links. These are bad for your site’s search engine ranking so fix or remove them.

Canonical URL

A canonical URL is the URL of the page that Google thinks is most representative from a set of duplicate pages on your site. Using the canonical tag prevents problems caused by identical or duplicate content appearing on multiple URL’s. In practice, the canonical tag tells Google which version of a URL you want to appear in search results.


Displaying different content to search engines like Google as opposed to human visitors. This is considered a Black hat technique designed to fool the search engines into giving an inflated ranking. Definitely not recommended as your site will be severely penalized and might even be banned from the search indexes.


When a visitor to your website completes a desired goal, this is called conversion. A conversion occurs when someone changes from a passive visitor to an active, interested visitor or customer. Conversion is most likely a sale, but can also be filling in a template, looking at a video, subscribe…

Conversion Rate Optimization (CRO)

Conversion rate optimization is the process of increasing the percentage of website visitors that convert on your site.


A crawler, bot or spider is a program that search engines (and others) use to gather information on your website.

CTA (Call-To-Action)

It’s the part of a webpage, advertisement or piece of content that encourages the audience to do something. A call-to-action is an image or line of text that prompts your visitors, leads, and customers to take action. It is, quite literally, a “call” to take an “action”.

CTR (Click-Through Rate)

In online marketing, CTR stands for the number of clicks advertisers receive on their ads per number of impressions. Clicks ÷ impressions = CTR.

Domain Authority

The level of trust (so ranking) that a site is credited with for a particular search query by the search engines like Google. Derived from a large series of factors including visitor traffic, backlinks, social media shares and bounce rate.

Deep Linking

A backlink from another website which targets a content relevant page of your website rather than the front page. Ideally, the link will be from a content relevant page on the outgoing website also.

Dofollow and Nofollow

“Dofollow” backlink passes the authority (link juice) from the referring website to the linked website. Crawlers count these links and their anchor texts. Therefore, “dofollow” backlinks directly influence your backlink profile because they send a signal to Google what the linked website is about. 

“Nofollow” backlink does not pass the authority because a tag in the HTML code of the website tells crawlers not to follow these backlinks. Google does not transfer the authority or anchor text across nofollow links.

Duplicate Content

Similar or exactly the same content on another page or website. Avoid unless you have the canonical URL set. If you use too much duplicate content on your website search engines will consider it as spam.

External link

This is an outgoing link to another website. Although the recipient is normally considered the primary beneficiary, there can be SEO benefits for the giver if the link is a ‘good’ quality editorial link to a page with related content.


A favicon – short for favorite icon – also known as shortcut or bookmark icon, is a small 16×16 or 32 x 32 pixel icon that serves as branding for your website. Its main purpose is to help visitors locate your page easier when they have multiple tabs open. Due to their tiny size, favicons work best as simple images or one-to-three characters of text. Favicons are not to be confused with  logos but are sometimes the same. Due to its small size and resolution, the favicon may need to be an even smaller sizer or part of a company’s original logo.

Fresh content

Adding new quality content to your website helps with the ranking. The key word here is quality.

Google Webmaster Guidelines

These are the guidelines provided by Google to help you build a good presence in their search engine.


Hypertext Transfer Protocol Secure is used for secure communication over the internet. It also authenticates websites and confirms its trustworthiness. The protocol is enabled by installing an SSL Certificate on the website’s server.


This are the complete databases of web pages of Google. Your initial SEO activities are aimed at getting into the index of Google.

Indexed pages

These are the pages of your website that are in the index of Google. Not all pages have to be indexed like privacy policy, terms and conditions,….


A keyword are the single words or phrases you input in Google to find something specific or the answer to a question. The websites with the most in common with your query and with the most authority will have the highest organic search results.

Keyword density

Keyword density is the percentage of the number of times a keyword appears on a page divided by the total number of words in that page (Number of keywords/Total number of Words)*100. This percentage is best below 1%.

Keyword stuffing

When content includes too much times the same keyword and has a too high keyword density we speak of keyword stuffing of keyword spam. For readers the text will read unnatural and Google will punish you for it.

Landing page

This is the page a visitor arrives on. This is most likely the home page but can also be inner pages with a good ranking. Keep these pages well configured so visitors don’t bounce.

Link building

The process of actively increasing the number of backlinks to your site.

Link juice

The quantity of trust and authority that a link will pass to the landing page on another website. The quantity is dependant on the quality and ranking of the originating page or website. In short: the SEO value of any particular backlink.

Long tail keywords

If you use multiple words in a search query. As this is more specific and precise, there is often less competition than for short tail keywords. They also have a higher CTR as visitors have a higher buying intention when using them.

Meta tags

This is a part of the HTML code of the website. The meta tags don’t appear on the page itself, but only in the page’s source code. They are basically little content descriptors that help tell Google what a web page is about.

Organic search results

The search positions and web traffic a website gets naturally based on SEO and not through paid advertising.


Google used to show a pagerank toolbar (1-10) to measure a site’s value. It’s no longer in use, but to get an idea of your pagerank now, you can use SEO tools like MOZ or SEO Majestic.

Repeat visits

If a website is frequently visited by returning users, this can improve your ranking and authority. This also means that the website has good content and/or good products.


The file in your root folder which provides instructions to web crawlers about which pages or sections of your website you want them to index or not.

SEA (Search Engine Advertising)

SEA is paid advertising in search engines like Google. You can place text, image and video advertisements. Adwords is the best known SEA system of Google. You have to bid on certain keywords.

Search Engine Friendly (SEF) URL

A page url which descriptively reflects the page content or at least the main keyword or phrase. This URL should have stop words stripped out and not be too long.


Short for Search Engine Results Page or Pages.


A page or a part of a page on your website with active links to all other pages. The XML sitemap leads Google to all your important pages.

Site speed

This means how fast your website loads for visitors. Very important for both visitors and Google.

Social Media Marketing

This means using social media like Facebook, Instagram, Twitter to increase the number of visitors to your website. It can also be used for link building.


A URL is short for Uniform Resource Locator. You can find it in the address bar of every website. Every page on the internet has a unique URL. Images and sound fragments also have a URL.

White hat SEO

The opposite of black hat SEO. Wecreating always uses white hat SEO. Also called ethical SEO.

Leopoldlaan 84,
9400 Ninove
RPR Gent afdeling Dendermonde
Ondernemingsnummer: 0735.233.769
BTW-nummer: BE0735233769